FOMO vs JOMO: can digital marketing promote the joy of missing out ?
- jessevisionfactory
- 4 hours ago
- 4 min read
The new digital dilemma
In a world that never stops running, it is increasingly common to feel like you are always one step behind. We are bombarded with constant stimuli and try to keep up with the frenzy of the online world so as not to miss anything, to belong and experience everything.
In 2025 It is well known that FOMO( fear of missing out) is a widespread phenomenon that leads to potentially dangerous psychological consequences. Yet people are discovering the power of saying no and finding relief in JOMO (joy of missing out)
Let's take a look at how this has changed marketing’s traditional rules and forever altered the way consumers approach the world of advertising.
Understanding FOMO: the fear driving consumption
FOMO describes the feeling of anxiety that people experience when rewarding events happen without them. The feeling of constantly “missing out” drives people to frantically and constantly check social media to see what others are doing, and therefore what they are missing out on.
This inevitably causes feelings of exclusion, inadequacy, and being left out. The digital stress caused by trying to keep up with everything has become an increasingly difficult problem to combat.
Today, therefore, FOMO is not just a buzzword but a phenomenon that subtly shapes not only our online image and self-esteem but also our purchasing behavior.
Embracing JOMO: finding peace in digital disconnection
On the contrary, JOMO encourages stopping for a moment, getting away from the frenzy of endless stimuli and proposals, and appreciating what you have. It is not escaping, it is a choice of conscious disconnection from a reality that overwhelms us.
In this way individuals can cultivate mindfulness by focusing on specific moments and not desperately trying to live everything at once.
Modern research shows that digital detox significantly reduces digital stress and positively impacts our physical and psychological well-being.
Practicing JOMO can start simply: turn off notifications, choose not to take your phone with you where it is not strictly necessary, arrange hours of the day when you do not use social media and do not watch what others are doing.
Through these small daily actions you can finally regain control of your time and find peace rediscovering the beauty of living authentic moments.
Marketing strategies: promoting JOMO in a FOMO driven world
If you are a marketer in 2025 you face a new challenge: selling JOMO in a FOMO-obsessed world.
Urgency and fear-based strategies are no longer effective , they immediately create a barrier that consumers use to protect themselves.The consumer wants to be accompanied in the choice not threatened to take it as soon as possible.
Instead, focus on campaigns that promote digital wellbeing and the freedom not only to choose, but also to choose what to miss. Tell authentic stories of people who have found peace in disconnection and make it clear to your audience that your first goal is their well being, not just selling products or services. For example you can promote small challenges like “screen free hours” or “weekend detox” : this will help you to create emotional connection with your audience who will progressively become more engaged.
Real JOMO success stories
Patagonia's "Don't buy this jacket" campaign is a practical example of how JOMO is promoted in the advertising world.
This advertisement, published in the New York Times in 2011, helps consumers to reconsider their purchasing habits by encouraging them to buy just what they need. The campaign highlighted the environmental costs of creating the jacket,including precise data on water, energy, and carbon emissions. Despite this message, the campaign saw a 30% increase in sales following the ad,highlighting the positive impact of transparency towards the public.
Another concrete example of the use of JOMO tactics is the one used by Calm, one of the most famous meditation apps. Instead of pushing people to use the app constantly, it invited them to disconnect completely. Calm launched a "day of rest," a 24-hour blackout where the app was intentionally inaccessible. Calm's message was precise: real mindfulness happens offline. Paid subscriptions increased that week, proving how JOMO marketing helps build trust with the public.
Finding joy in absence
In a world fiercely fighting for our attention, we don't have to run away but choose more carefully. Let's not be fooled by the world's frenzy, let's not let a countdown or a minute-by-minute offer put us off. We have the power to say no, it's about being fully present in chosen experiences, rather than half-present in all of them.
The brands that sell and promote JOMO aren't selling absence, but authentic presence and trust.
So what is the challenge for marketers in 2025? Help people find peace not in what they are afraid of missing but in what they are grateful to skip.