March 7, 2012
Report, SXSW presentation spotlight how brands can leverage FOMO
In our March trend report, we revisit the phenomenon of FOMO (Fear Of Missing Out), the uneasy and sometimes all-consuming feeling that you’re missing out—that your peers are doing, in the know about or in possession of more or something better than you. While we’ve always had a fear of missing out, today it’s exploding with the onset of real-time, location-based and social media tools. We’re exposed more than ever before to what others are doing, and we’re filled with a gnawing uncertainty about whether we’ve made the right choice—not just in a given moment but in stages of our lives as well.
This report, which updates JWT’s May 2011 trend report with new quantitative and qualitative data, identifies which cohort is most prone to FOMO and how they respond to it, spotlights how FOMO is manifesting in the zeitgeist, and looks at the wide-ranging potential for brands seeking to tap into FOMO.
Ann Mack, JWT’s director of trendspotting, will discuss findings from the report at a SXSW presentation this weekend, “FOMO: How Can Brands Tap Into Fears Of Missing Out?” The talk takes place Saturday from 3:30-4:30 p.m. at the InterContinental Stephen F. Austin, Capital Ballroom B (hashtags: #sxsw #fomo).
To download the full report, click here.