In precisely two weeks’ time, the giant footballing nations of Qatar and Ecuador will get the 2022 World Cup underway. Not to cast dispersions on the riveting nature of that particular match-up, but you might find your concentration wondering away from the action towards the brands sponsoring this year’s tournament.

The logos you will see lined up alongside proud athletes and prouder despots will contain few surprises. You’ll spy Coca-Cola and Adidas, the perennial big dogs of World Cup marketing. McDonalds and Budweiser take their normal seats at the sponsor table once again. One of the mammoth Chinese conglomerates, in this instance Wanda Group, and the host nation’s airline will feature as usual. Even Crpyto.com’s presence has become an ordinary sight.

More intriguing, perhaps, is the latest addition to the list, announced just this Monday. The relaxation app Calm have become the ‘Official Mindfulness and Meditation Product’ of the World Cup. Fans will be hooked up with half price subscriptions to Calm’s range of wellness tools. The 25,000 employees and volunteers at the tournament will get free access, as will all the players. Given the number of times defenders have been subjected to Erling Haaland’s zen celebration recently, many maybe in need of some deep breathing.

Sofas struggle but smoothies soar

Of course, sport isn’t the only avenue for escapism. The “lipstick effect”, coined by Leonard Lauder, Chairman of Estée Lauder, observes that lipstick sales tend to be inversely correlated to economic health. While three quarters of companies experience a revenue decline during a recession, 14% actually experience revenue and profitability growth. Some of these will be budget alternatives that consumers will have to increasingly consider. Some are luxury goods that benefit from the relative stability of the ultra-wealthy classes. And some derive their inelasticity from more nefarious sources – alcohol, nicotine and gambling have all shown strong performance during past economic downturns.

Escapism in any form has never been so lucrative. When you know that your customers have less money in their pocket, it may be tempting to turn to price-led messaging, or even to batten down the hatches entirely and dial down the spend. While some industries will have little choice but to do just that, others should consider the possibilities that appealing to an escapist mindset might bring.

A bold creative approach that taps into the desire to depart the day-to-day will go a long way this winter. Done right, brands who offer a positive, invigorated experience – both in communications and in the customer journey – will cut through the negativity of the news and any nervous competitors that lean too far into cutting costs. And the data really, really backs this up: Fortune favours the brave when it comes to advertising in a recession.

I appreciate this is easier said than done, especially if your CEO feels the need to implement cuts across the board. If you need help assessing if that really is the right move for this moment, give us a call.

And anyway, if it all gets a bit much by the end of next week you can flick on Ecuador Vs Qatar, open Calm, and do some Alternate-Nostril Breathing.