During the pandemic, everyone was cooped up at home with nowhere to go. Every day seemed the same which led to confusion in time perception. According to WGSN’s report on future consumer 2023, academics named the lack of time perception the “quarantine paradox”. Time became a collective focal point: how to pass it, how to make the most of it, and how to endure it.  This memory-to-time reflection is part of a wider behavioural trait psychologists term the “reminiscence bump”. When people lack time perception, nostalgia can help them feel more grounded in the present.