What does the research on escapism reveal? A mental break has become a necessity

More than two-thirds of people in Serbia regularly ‘escape’ from everyday life, most often unconsciously, as a response to chronic stress and the pressures of modern living. This is shown by the results of the study ‘The Truth About Escapism,’ conducted in Serbia by McCann Beograd, a member of AMA Group. Escapism, defined as a brief escape that pulls us away from daily life and provides relief from reality, is not a luxury for respondents but a necessity and it increasingly manifests through small, everyday moments.

In a world of constant connectivity, accelerated pace of life and growing stress, the need for brief mental breaks is becoming increasingly pronounced. A new study on escapism conducted by McCann Beograd, a member of AMA Group, shows that most citizens of Serbia occasionally look for ways to distance themselves, even briefly, from everyday worries.

The research is a local extension of a broader global study carried out by the McCann Truth Central network, which explores how people around the world find small moments of relief in their daily lives. While global data points to the growth of the so-called “escape economy”, local findings show that in Serbia these escapes rarely take the form of grand experiences, but rather small, accessible rituals.

Relief in small things

At the global level, the need for escapism is almost universal. A large majority of people occasionally seek distractions from everyday pressures, and many believe that such moments of relief represent a healthy way to cope with stress.

However, while in many countries this relief is often sought through travel or large experiences, the research in Serbia reveals a different pattern of behavior. Here, relief is most often found in simple everyday pleasures.

The largest share of escape rituals is linked to clothing and lifestyle products (39%), followed by cosmetics (17%), coffee (16%), and food and beverages (11%). Media follow with 10%, while alcohol and cigarettes account for 9%, and travel only 2%.

In other words, instead of major changes of environment, people more often choose small moments of comfort – a coffee break, a small purchase for themselves, or a short piece of media content that helps shift their thoughts elsewhere, even if only for a moment.

Different ways of escaping

The research also shows that women and men find relief from everyday pressure in different ways.

For women, the need for escapism is often driven by internal pressures such as routines and daily responsibilities. Their moments of relief most often involve breaks, socializing, or time spent alone, seeking an emotional reset and a sense of balance.

Men, on the other hand, more often try to escape external factors such as noise, crowds or negative social environments. Their escape rituals include activities that allow physical distance from everyday routines, such as spending time in nature, sports or playing video games.

For brands, these insights suggest that the experience of “escape” is not universal. Different audiences seek different forms of relief, and understanding these differences becomes essential for relevant communication.

A growing need to escape technology

Another interesting finding of the research relates to people’s relationship with the digital world. Although technology often serves as a source of distraction, a growing number of respondents also feel the need to step away from it.

Many people actively try to find time for activities that do not involve screens, while a significant share of respondents admit they occasionally wish for a complete break from smartphones and the digital environment.

This trend is visible across all generations, including those who grew up with digital technologies. It suggests that the need to balance online and offline life is becoming an increasingly important aspect of modern living.

Escapism as a daily pressure valve

The research findings also point to the broader context in which the need for escapism develops. Around one third of citizens in Serbia show signs of increased stress and emotional exhaustion, further reinforcing the need for short moments of relief.

These moments often take the form of micro-rituals: short walks, listening to music, watching videos, or small everyday pleasures that allow people to temporarily “switch off”.

Interestingly, many people most often choose to spend these moments alone or with a partner, while gatherings with friends are less frequent and more often reserved for special occasions.

New space for brands

It is precisely within these small moments of relief that the research sees a potential role for brands.

“Global research identifies three key elements of a good ‘escape’: building anticipation, shifting perspective and providing a sense of freedom. It is exactly in this space that brands in Serbia have the opportunity to become an important part of their users’ everyday rituals,” says Katarina Pribićević, Chief Strategy Officer at McCann, a member of AMA Group.

By combining global trends with local insights, the study by McCann Beograd shows that escapism is no longer an occasional luxury but a regular part of consumers’ everyday lives. For brands, this represents a new kind of challenge – but also an opportunity to become a meaningful part of the small moments that give people a sense of relief.