People are tired of so much information in their daily lives. Unilateral interactions with brands, excess of content not adhering to your profile and too much news are, more than ever, generating a need to escape this reality. As much as this movement may be detrimental to brands, can also be strategically driven by marketing to help users relax their minds and, at the same time, enable a financial return to companies – strategy that became known in the market as escapism economy
When asked about the reasons why they want to escape reality, 42% of Brazilians stated that they seek to escape "from their own mind", in addition to 34% who justified this movement due to "the news", according to a global study by McCann Worldgroup – an excess of information that encompasses all the online interactions that users encounter, daily, not just from news portals, as well as paid advertisements made by a number of companies
The lack of this care by a brand can be extremely detrimental to its prosperity and profitability. According to the global study by McCann Worldgroup, as proof of this, 44% of consumers want brands to understand their frustrations, along with 56% who want them to provide dreams. Those that do not follow and meet these demands, certainly, will lose space in the market, damaging your image, reputation and continuity
The data presented in the study show the importance of distractions as a healthy way to cope with everyday stress. And, in this scenario, a good marketing strategy is able to find ways to interact with this audience in a less aggressive and one-sided manner, for the construction of campaigns and transmission of more assertive messages, adhesive and not excessive. That is to say, explore this theme of escapism in your interactions with people, aiming not only for a sale, but the creation of a bond
According to the McCann study, this escapism economy already generates US$ 10 trillion, should reach US$ 13,9 trillion in 2028, transforming marketable products into moments of distraction that not only help people going through a time of great stress, as well as encourage brands to create sales opportunities that bring better internal results and greater satisfaction for their consumers
To achieve these goals, the strategies of advertainment, storytelling, branded content, product placement, guerrilla marketing and UGC have proven effective in this regard, in terms of bringing companies and their products and presenting them in creative ways, in such a way that they gain special attention from people for, simply, will be different from the usual
Utilize these tools and plans with strategy and creativity, instead of, simply, develop simple and mass-produced ads without intelligence behind them, what ends up not being able to attract, retain and engage the target audience. If it is necessary to invest more time than usual in creating assets that can truly attract attention and create brand recall for your brands, do it! The market, a few years ago, has been showing signs that "marketing that doesn't look like marketing" is one of the most effective
Creating a connection with an audience that is overwhelmed by so much information in their lives is really difficult. After all, when a person ends up creating a bad experience with your company, this feeling lasts for a long time, capable of harming decades of sales. But, once this bond is created, he becomes strong enough to transform thelifetime valuethe customer and the brand's reputation against its competitors
