JOMO, or the joy of missing out

In the latest in our Forward 50 trends series, Nicola Kemp examines the pleasure of staying in, switching off and disengaging.

In the always-on, multiscreening, stressed-out, over-hyped and time-pressured digital age, JOMO (joy of missing out) is a key trend. The pleasure of staying in, switching off and disengaging from the world around us cannot be underestimated.

Entrepreneur Anil Dash, who coined the phrase, explains: "There can, 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."

For brands and agencies that have developed an unhealthy reliance on "generation over-share" and consumers frantically uploading their every interaction onto multiple social networks, JOMO may prove a headache.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published