The new age of anxiety

The new age of anxiety. Anxiety is exploding due to a range of factors, making escapism and connection more important than ever. More than ever, brands should take cues from popular culture to provide distraction, lightness, and hope while driving commercial growth. Successful campaigns in challenging times have leveraged humor and entertainment both in classic and innovative ways to bring hope, joy and lift spirits.

This trend originates from the report:

Wavemaker UK - Growth Trends 2037

People are experiencing an explosion of anxiety due to a range of factors including climate change, the COVID-19 pandemic, international instability, and the cost of living crisis. The rise of technology, social media, and constant news cycles mean that people are bombarded with information, leading to an urgent need for escapism and connection. Brands should take cues from popular culture and entertainment to deliver small moments of distraction, lightness, and hope while driving commercial growth.

People crave laughter as a sign of safety and connection, but the move to virtual communication since COVID-19 has hindered their ability to connect. However, in times of adversity, popular culture and the arts often flourish, bringing light into the dark. Brands should not be afraid to entertain for commercial gain, as this is a critical part of our survival.

Successful advertising campaigns like T-Mobile's flash mob dance, Cadbury's Eyebrows ad, and Budweiser's 'Wassup' ad bring joy and ridiculousness in challenging times, while Snickers' 'you're not you when you're hungry' has won numerous awards. By providing moments of escapism and self-expression through entertainment, brands can lift the spirits of the nation and play a crucial role in our survival..