Magazine article Marketing


Magazine article Marketing


Article excerpt

Recession-hit, stay-at-home consumers are embracing the 'joy of missing out' by shunning what brands want them to do and focusing on their personal priorities in life, writes Nicola Kemp.

If, like me, you have come to find that your default answer to invitations is 'no', then you are not alone - and not necessarily hugely antisocial.

Forget FOMO (fear of missing out) and YOLO (you only live once) Consumers tiring of the always-on culture are increasingly embracing the philosophy of JOMO (joy of missing out).

Entrepreneur Anil Dash, who coined the phrase, explains: 'There can be, and should be, a blissful serene enjoyment in knowing, and celebrating, that there are folks out there having the time of their lives (doing) something that you might have loved too, but are simply skipping.'

It is well known that economic downturns tend to precede a retreat into the home and a resurgence of old-fashioned values. There is also no doubt that the emotional fallout of the current recession is continuing to affect consumer behaviour.

The fact is that the advent of social media, and in particular the rise of LinkedIn and Twitter, means that, as consumers and employees themselves, marketers have become less reliant on networking in the real world. At a time when recording and sharing an experience have superseded the experience itself, consumers staying in can still be social.

This is not to say that those embracing JOMO are sacrificing the pure, unbridled joy of living in the moment. Freed from the anxiety of missing out - a fear that drives so many consumer decisions - they are simply redefining the boundaries and priorities of their lives, and on their own terms. Dean Ashraf, director of McCann London's 'thought leadership unit' Truth Central, says this trend is less about consumers missing out on the pleasure of experience, and more about them focusing on the here and now. …

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