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.

JOMO, or the joy of missing out

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.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).