Written by Zoey Marciniak Illustrated & Designed by Madeline Paradis
HAVE YOU EVER WANTED TO GET AWAY? CAN’T BLAME YOU.
Between long hours at work, bad drivers, and in-laws, the average American is expected, or even encouraged, to seek a break from reality now and again. With every serotonin-loaded activity under the sun to choose from, Americans are given premiere access to the ability to escape.
But how did we get here? And why did we get here? "The gross gaming revenue of the gambling industry in the U.S. reached almost 53 billion U.S. dollars in 2021," according to Statista. Additionally, Statista describes a notable rise in gambling revenue over the 2020 financial year in response to COVID-19. Statista also reports a projected new peak in 2027 for the 'Cruise' division of the tourism and travel industry in the U.S. market at a staggering 18.36 billion dollars. Concert revenues and performances are also driving the market. According to Investopedia and The Motion Picture Association, Beyonce's Renaissance and Taylor Swift's Eras tours are expected to bring in 5.4 billion dollars for Q3. Between box office sales and home viewing, the entertainment industry topped the market at 100 billion dollars in 2020. That's many statistics to say one straightforward thing: in true American fashion if there is money to be made, money will be made.
It's a common practice within the 'escapism' industry to exploit the vulnerable; whether that exploitation be financial or emotional, is dependent on the consumer. Unhappiness is a significant factor in wanting to escape, as it's often the direct cause of an unfulfilling or negative day-to-day. As explained by Mind.org., when you're depressed, you're more likely to lose interest in upkeeping finances and rely on spending to feel a brief high or sense of control. Finances also play an important role in who utilizes the act of escapism and to what degree. A 2012 article called "What America Buys" by Lam Thuy Vo and Jacob Goldstein provides an extensive series of graphs revealing how Americans spend more on movies, TV, music, concerts, etc. than on all shoes and clothing combined. American households with an income of $15,000-19,000 spend double on entertainment of what they put into their long-term savings accounts. For comparison, households earning $150,000 spend three times more on entertainment than what they put into savings.
AMERICAN HOUSEHOLDS WITH AN INCOME OF $15,000-19,000 SPEND DOUBLE ON ENTERTAINMENT OF WHAT THEY PUT INTO THEIR LONG-TERM SAVINGS ACCOUNTS.
It should be noted that there is nothing inherently wrong with putting on a large concert or charging moviegoers for a ticket, nor with attending those events. But it should be acknowledged that the people putting money-generating events on are doing so to make a profit, often at the expense of those least in a position to be prayed on by marketing and sales techniques.
A theme easily identified between casinos, concerts, strip clubs, movies, and cruise ships is the atmosphere. Through years of experience and study, business owners and industry leaders have learned the perfect formula to push patrons to spend money. Vivid colors, lights, music, interesting visuals, and an all-around feel-good vibe help to attract customers and keep them coming back. Anyone who has stepped foot in a casino or amusement park can attest to this -- the brighter, the louder, and the more visually exciting, the better. A Healthier Michigan reports that seeing lights, especially colorful ones, often boosts mood, makes connecting with others easier, and improves hopefulness. Similar to tactics seen in social media and modern print advertisements, the brighter the colors and the more visually attractive the image, the better the reception. These dopamine-shot venues and activities can make it easy to "escape life" and transport the attendee to a different world.
Alcohol is another primary contributor that often transports the consumer. When combined with the perfect atmosphere, like a high-energy casino or a strip club, spending can become a problem. Alcohol causes a loss of control and an impairment of judgment. In an already pre-designed environment that embraces spending and consumption, feeding another $7.50 into the slot machine feels like nothing. And, in fact, it probably feels good. As stated by casino.org, In the 2019 fiscal year, alcohol sales accounted for 8.5% of the gross revenue for casinos in Nevada. Unaccounted for, however, is how much money was generated from those too impaired to make choices about spending. It's no accident that cruise ships offer unlimited drink passes; movies offer BOGO drink deals, and concerts and other events sell beer seemingly by the bucketful. A sadder you, is a drunker you, is a more profitable you.
IN AN ALREADY PRE-DESIGNED ENVIRONMENT THAT EMBRACES SPENDING AND CONSUMPTION, FEEDING ANOTHER $7.50 INTO THE SLOT MACHINE FEELS LIKE NOTHING. AND, IN FACT, IT PROBABLY FEELS GOOD.
It's in the culture to always crave better and more. We seek something else when we're unsatisfied with what we have—more money, better views, experiences, stories, etc. A 2022 Gallup poll revealed that compared to the 48% pre-pandemic, only 38% of Americans feel satisfied with their lives and government. The World Happiness Report for 2021 shows that "Increased loneliness, uncertainty, and joblessness have made American problems, and other problems, much worse. Discover Magazine notes that American life satisfaction took a tumble and kept falling after April of 2020, and 'negative effect' (a measure of emotions and self-concept) began to crawl up". The need to escape and consumption go hand in hand and directly correlate to life satisfaction. Forbes reports that digital entertainment revenue went up 31% in 2020 after the start of the COVID-19 quarantine. The constant sameness that came out of the pandemic created a market for escapism like never before.
COMPARED TO THE 48% PRE-PANDEMIC, ONLY 38% OF AMERICANS FEEL SATISFIED WITH THEIR LIVES AND GOVERNMENT.
The concept of American-specific escapism represents a greater issue that has been ever-present in our society. Class disparity and exploitation are staple features of the economic system we currently operate in. Yes, it is the consumer's choice to purchase movie tickets or gamble at a casino. However, it is the choice of the rich and powerful to create settings that leave patrons financially vulnerable and, often, at a loss. When things get bad, we try to get away from it— it’s a biological function, “fight or flight.” In the face of the recent financial crisis (i.e., the 2008 Market Crash, post-COVID recession, etc.), more folks than ever are trying to tune out the constant scoreboard in their head of everything they’ve built versus everything they’ve lost.
There is no “solution” to this. American society is in dire need of an economic rebuild, public services, and flat-out more funding. The need to escape through consumption will never go away, so we have terms like “shopaholic.” If there is a void to fill or a feeling to stifle, the power of the purchase is often enough to subdue that dark cloud, even if just for an evening.
But is that it? Are we all just cogs in the spending machine? Glossed over John Q. Publics who pull slot levers and avoid their responsibilities? The moral of the story is that we must be our own defenders. There is no quick fix to centuries-old problems, and getting rid of features of escapism is not a solution to helping those most hurting.
Feed back into your own community. Help each other out. Express kindness at all times. The casino won’t close its doors tomorrow, but wouldn’t it be nice if the daily regulars there feel supported by their community and only head in once a week? It’s a bit dystopian and maybe a bit naive, but there’s a lot in this world that could be improved if we all took even a little bit of each other's happiness into account.
