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WHAT WE‟LL COVER
Methodology

Fear Of Missing Out (FOMO)
    •Drivers
    •Who‟s Afraid of Missing Out?
    •Manifestations
    •What It Means

Appendix
    •More About Our Experts/Influencers




                                          Cover image credit: Kurt Komoda
METHODOLOGY
SONAR™

This report serves as an update to our May 2011 trend report titled Fear of
Missing Out.

Specifically for this report, we conducted a quantitative study in the U.S.
and the U.K. using SONAR™, JWT‟s proprietary online tool, from Jan. 19-24.
We surveyed 768 Americans and 502 Britons aged 18-plus (data are
weighted by age and gender); we also polled 110 teens aged 13-17 residing
in the homes of adults surveyed.* (For year-over-year data, we used
content from a survey we conducted in the U.S. and U.K. from March 4-15,
2011, in which we polled 1,024 adults and 87 teens.)




                  *Throughout this presentation, “adult Millennials” refers to respondents aged 18-34.
                                                        “Teen Millennials” refers to those aged 13-17.
METHODOLOGY(cont‟d.)
Influencers and experts

In addition, we interviewed influencers and experts in technology and
academia.
THE FEAR OF MISSING OUT
Fear Of Missing Out (FOMO) is 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. FOMO may be a social
angst that‟s always existed, but it‟s going into overdrive thanks to real-time
digital updates and to our constant companion, the smartphone.



                                                                       Image credits: 85mm.ch
THE FEAR OF MISSING OUT (cont‟d.)
Once social media makes people aware of things to which they
otherwise might never have been privy, it can spark a sense of
vicarious participation or motivate real-world behavior. Conversely, it
can be a curse, fostering anxiety and feelings of inadequacy.
THE FEAR OF MISSING OUT (cont‟d.)

The acronym is infiltrating vocabularies as more than just an amusing expression.
FOMO encapsulates an increasingly pronounced phenomenon in the age of social
media—an ageless concept that‟s reached a tipping point. Today‟s unprecedented
awareness of how others are living their lives is predisposing more and more
people to FOMO.

While the fear of missing out has always been essential for marketers to
understand, it‟s grown more significant for brands, since today‟s intensified
FOMO drives behaviors on social media sites and, subsequently, real-world
consumer actions and self-perceptions.

            FOMO is the sometimes energizing, sometimes terrifying anxiety that you are missing
            out on something absolutely terrific. It could be a TV show, it could be a party,
            gadget, it could be that really good burrito from the food cart. The important thing
            to keep in mind with FOMO is that it‟s not just a state of mind; it is also a physical
            reaction. So as a FOMO sufferer, I can report sweating, itching, pacing and compulsive
refreshing of my Twitter feed.”                                                    —BIANCA BOSKER,
                                                      senior technology editor, The Huffington Post
DRIVERS


          Image credit: lanier67
DRIVERS

Radical Transparency meets Life in
Real Time

Digital natives

Social one-upmanship

Hashtag-friendly events

Social media feeding into relative
deprivation

Life in overdrive: too much to do,
read, buy, watch, etc.
DRIVERS (cont‟d.)

Radical Transparency meets Life in
Real Time                                 Those who used to dine behind thick
                                          stone walls and had caviar now do so,
                                          Tweet about it and can be seen by
Digital natives                           those sitting down to dinner at
                                          Chipotle.”             —MARC A. SMITH,
Social one-upmanship                 sociologist and chief social scientist, Connected
                                                              Action Consulting Group

Hashtag-friendly events

Social media feeding into relative
deprivation

Life in overdrive: too much to do,
read, buy, watch, etc.
DRIVERS (cont‟d.)

Radical Transparency meets Life in
Real Time

Digital natives

Social one-upmanship

Hashtag-friendly events

Social media feeding into relative
deprivation

Life in overdrive: too much to do,
read, buy, watch, etc.
WHO‟S AFRAID OF MISSING OUT?


                           Image credit: @MSG
WHO‟S AFRAID OF MISSING OUT?

       FOMO is a shared experience, and we‟re all suffering from it. And it‟s
       kind of an embarrassing thing to suffer from, right? No one wants to
       admit that they suffer from FOMO. And yet to live particularly in
       society, at this time, this country, it‟s almost impossible not to suffer
       from FOMO unless you‟re wearing blinders.”
                                                                  — PRIYA PARKER,
                              researcher and founder, Thrive Labs, an organization
                                                that helps build Millennial leaders
WHO‟S AFRAID OF MISSING OUT?(cont‟d.)
THE YOUNG AND THE FEARFUL

As many as 70% of adult
Millennials said they can
completely or somewhat relate
to FOMO

Nearly 4 in 10 young people say
they experience FOMO often or
sometimes.

Some Gen Xers can also relate to
FOMO (51%), with 25% saying
they experience it at least
sometimes.
WHO‟S AFRAID OF MISSING OUT?(cont‟d.)
THE YOUNG AND THE FEARFUL
WHO‟S AFRAID OF MISSING OUT?(cont‟d.)
THE YOUNG AND THE FEARFUL
WHO‟S AFRAID OF MISSING OUT?(cont‟d.)
DRIVERS
THE YOUNG AND THE FEARFUL


            Younger people are more engaged in
            identity formation than older people.
            They may be more open to the experience
            of FOMO because they are engaged in
            relative deprivation. Younger people have
 fewer resources to consume identity-forming
 products and experiences while simultaneously
 having the most time and desire for them.”
                                      —MARC A. SMITH,
       sociologist and chief social scientist, Connected
                                Action Consulting Group
WHO‟S AFRAID OF MISSING OUT?(cont‟d.)
DRIVERS
MAN‟S BEST FRENEMY?

Overall, American men appear to
be more prone than women to
feelings of missing out via social
media: 38% said they feel
somewhat or very left out when
they see via social media that
their peers are doing something
they‟re not, compared with 26%
of women. American men are
also more likely to feel they‟re
missing out when seeing via
social media that friends or
peers are buying something
they‟re not or finding out
information before they do.
MANIFESTATIONS


                 Image credit: allaboutgeorge
MANIFESTATIONS
GROWING
DRIVERS MEDIA BUZZ




                     Image credit: Cosmopolitan in Australia
MANIFESTATIONS (cont‟d.)
DRIVERS LEVERAGING FOMO
BRANDS

Marketers have always warned consumers not to miss out on products and deals;
now we‟re seeing more brands tapping into anxiety over missing out on
experiences and the inability to do everything and be everywhere. Marketing
campaigns are both inducing consumer fears of missing out and positioning
products as tools for preventing FOMO and keeping up with the fast pace of life.
MANIFESTATIONS (cont‟d.)
BRANDS LEVERAGING FOMO: Smirnoff, „Be There‟


   If you weren‟t at one of Smirnoff‟s
   ravishing Nightlife Exchange Project
   parties, then where the bloody hell were
   you?”
    —MICHELLE WILDING, “Smirnoff Nightlight
                 Exchange Party, Bangalore,”
           Lost at E Minor Blog, Dec. 8, 2010




                                                Image credits: JWT
MANIFESTATIONS (cont‟d.)
BRANDS
DRIVERS LEVERAGING FOMO: Heineken, „Sunrise‟




                                               Image credits: Heineken; heinekensunrise
MANIFESTATIONS (cont‟d.)
DRIVERS LEVERAGING FOMO: Apple, Face Time
BRANDS




                                            Image credits: srca2009
MANIFESTATIONS (cont‟d.)
DRIVERS LEVERAGING FOMO: Duracell Powermat, „Stay in Charge‟
BRANDS




                                              Image credits: PowermatTV; powermat.com; @endfomo
MANIFESTATIONS (cont‟d.)
DRIVERS LEVERAGING FOMO: AT&T, „Don‟t be left behind‟
BRANDS




                                                        Image credits: ShareATT [1]. [2]
MANIFESTATIONS (cont‟d.)
BRANDS COUNTERING FOMO

Some marketing campaigns are tapping into the countertrend to the FOMO-fueled
race to keep up: a growing desire to slow down, focus on one task and savor the
moment. Instead of helping consumers stay ahead of FOMO, these efforts focus on
considering what‟s really important in life.
MANIFESTATIONS (cont‟d.)
BRANDS COUNTERING FOMO: Road Safety Council of
Western Australia, „Enjoy the Ride‟




                                                 Image credits: EnjoyTheRideWA
MANIFESTATIONS (cont‟d.)
DRIVERS COUNTERING FOMO: Nescafé, „Wake up to life‟
BRANDS




                                                      Image credits: MKT360MEX
MANIFESTATIONS (cont‟d.)
DRIVERS COUNTERING FOMO: Nestea, „Welcome to this moment‟
BRANDS


3   GENERATION GO




                                                      Image credits: lascancionesdelatele
MANIFESTATIONS (cont‟d.)
FOMO-COMBATTING APPS



                                                                          TimeRazor is an upcoming service that explicitly promises to relieve
                                                                          FOMO with the tag “Never miss out.” By using predictive technology
                                                                          to help users discover interesting things they want to do while
                                                                          juggling what they need to do, TimeRazor looks to bring “a sense of
                                                                          serendipity back to a highly scheduled world.”




                                                                      BarSpace.tv is an app that provides live feeds from participating bars in the
                                                                      U.S., allowing viewers to see how many people are at a particular spot and
The much-hyped 2011 startup has relaunched as an app that allows      what they’re up to in real time and zero in on the most promising scene.
mobile users to share live 30-second broadcasts of their lives to
Facebook and friends’ phones. Those who can’t be there in real life
can share in brief, intimate moments of friends’ lives.




                                                                                                       Image credits: Color.com; timeRazor; barspace.tv
MANIFESTATIONS (cont‟d.)
DIGITAL RUDENESS




         When people are out and they‟re among other people they need to just put
         everything down,” he said. “It‟s fine when you‟re at home or at work when
         you‟re distracted by things, but we need to give that respect to each other back.”
              —ANTHONY DE ROSA, a product manager and programmer at Reuters as quoted in
                                                                    The New York Times



                                                       Image credits: uncommongoodsvideo; My Phone Is Off For You
MANIFESTATIONS (cont‟d.)
FOMO IN ENTERTAINMENT: How I Met Your Mother, „The Curse of
the Blitz‟




                                                              Image credit: skjb39
MANIFESTATIONS (cont‟d.)
FOMO IN ENTERTAINMENT: Portlandia, „Did You Read?‟




                                                     Image credit: ifc
MANIFESTATIONS (cont‟d.)
HIGHER TV RATINGS

Social TV—real-time tweets and status updates about major live events, such as
the Super Bowl or Grammy Awards—appears to be stimulating viewership. For
instance, Super Bowl ratings have been steadily mounting over the past few years
(spiking to 111 million in 2011 and slightly beating that record this year), a
pronounced uptick that coincides with more widespread social media use. In fact,
social TV analytics company Bluefin Labs reported 12.2 million mentions of the
game, up from 1.8 million in 2011. FOMO may be a key to the phenomenon; those
who had minimal interest in watching these events before are now more likely to
feel out of the loop if they don‟t tune in and stay abreast of the hot conversation
topics.
WHAT IT MEANS


                Image credit: moriza
WHAT IT MEANS
As adoption of social media, location-based tools and mobile devices continues to
surge, so too will FOMO, as well as FOMO-awareness. For brands, this has
powerful potential. FOMO has the potential to drive spending, since it heightens
participation on social media platforms and motivates consumers to do more.

On social media, FOMO helps fuel a craving to not only become part of the
conversation online and not miss a moment of it but to do things that will induce
FOMO in others and, of course, spread the word about it all. This in turn drives
consumer awareness and inclination to buy in. FOMO about a concert? “I‟ll buy
that overpriced ticket on StubHub.” FOMO about the latest designer jacket
popping up in everyone‟s photos? “I can‟t afford it, but I‟ll search out a good
knockoff.”
WHAT IT MEANS (cont‟d.)
Conversely, FOMO can be quite paralyzing—
people can become caught up in their
fears, unable to decide just what they
should be doing at any given moment. And
FOMO sufferers are often so distracted
from the here and now that they fail to
fully experience the moment and
appreciate whatever it offers.




                 The fear of missing out might become a self-fulfilling prophecy. The
                 futile attempt to exhaust all available options can lead us to not
                 realizing any option at all and to missing all options altogether.”
                                —DAN HERMAN, CEO of international strategy consulting firm
                                                                   Competitive Advantages
WHAT IT MEANS (cont‟d.)
Teens and young adults are most susceptible to and cognizant of FOMO, but
they‟re not necessarily trying to mitigate it. They will be particularly receptive to
messaging and strategies that tap into FOMO and will welcome solutions, even
when they didn‟t know they needed them.

Brands have many opportunities to fine-tune messaging, offers, contests and more
to tap into fears of missing out. Although there‟s no cure for the common FOMO,
brands can focus on easing it, escalating it, making light of it, turning it into a
positive and helping people to live with it.

               There‟s starting to be a sense of irony in the relationship to technology. … As
               one of my interviewees put it, once we have language for something, it takes
               the power out of it. We now use „FOMO‟ in a slightly ironic way: „Oh, I‟m
               suffering from so much FOMO,‟ and everybody laughs. And so there‟s a
               consciousness developing that this isn‟t necessarily a good thing, which often
   leads to ways of dealing with it.”
                                                                                — PRIYA PARKER,
         researcher and founder, Thrive Labs, an organization that helps build Millennial leaders
WHAT IT MEANS (cont‟d.)
One tactic for marketers is to help ease anxiety around FOMO. Brands can assure
the afflicted that they‟re not missing out on much after all; those offering simple
pleasures, for example, can convey that stepping back from the fray rather than
following the crowd can be a smarter choice. Another tactic is to explain that the
brand‟s offering is just as fabulous as whatever‟s inducing FOMO, pointing out how
and why it delivers similar or better satisfactions.

Alternatively, a brand might offer tools for avoiding FOMO to consumers who act
on their feelings rather than festering in them. Going to the hottest restaurant in
town and afraid of missing out on the menu‟s best options? An app like
Foodspotting provides tips and recommendations from other diners. (Indeed, real-
time tools can create FOMO, but they can also help people circumvent it.) Or
brands can address or encourage people to join in on the things that make them
feel left out or show consumers how to get a taste of what they‟re missing (e.g.,
with more affordable or more convenient choices).
WHAT IT MEANS (cont‟d.)
Brands can also offer exclusive,
unique or over-the-top experiences                 You‟re seeing a lot of experiential
likely to inspire FOMO in                          marketing going on. Brands want to
                                                   touch people in real time and create
nonparticipants. Or messaging can
                                                   something that‟s memorable. Ideally
escalate FOMO in order to motivate                 people talk about it beforehand,
desired actions. Millennials                       they talk about it while they‟re
especially tend to share openly and    there, but then people after the fact say „I
likewise check on what everyone        missed out on that Mountain Dew concert. That
else is up to, no matter how FOMO-     sucks.‟ Then if they find out Mountain Dew is
inducing. Brands can facilitate this   doing something in the future, they‟re excited
                                       to see it, because it‟s only offered in that short
by providing platforms for showing
                                       window.
and telling.
                                       “Brands are asking, „How can we do smart
                                       cross-platform activities that are time-sensitive
                                       so we can tap into that FOMO mentality but
                                       then also give consumers something that leaves
                                       them with a great brand experience?‟ So you‟re
                                       talking about it after the fact and almost
                                       creating FOMO, right?”
                                              —VICTORIA CLARK, co-founder of TimeRazor
WHAT IT MEANS (cont‟d.)
Note that when tapping into FOMO, marketers must retain some sensitivity—this
state of mind can be a sore spot for many consumers. So while FOMO has great
potency as a marketing tool, it also has the potential to twist the knife for those
especially sensitive to it. The appropriate tone will depend greatly on the
audience and the category.

There are various ways for brands to tap into the social currency that notable
experiences provide social media participants: contextual advertising on social
networks (since consumers are motivated to “get in on the action” after reading
about friends‟ activities); incentives for name dropping in photo tags, check-ins
and the like through programs like Facebook‟s Sponsored Stories; or simply
making direct connections between the brand‟s offering and its potential cachet
on social media.
                      We‟ve always had this fear of missing out, but what‟s
                      different is that now these tools give us a sense that we
                      can actually do something about it and catch what‟s going
                      on in real time so that we don‟t miss out on it.”
                                                                  —BIANCA BOSKER,
                                       senior technology editor, The Huffington Post
APPENDIX: LEARN MORE ABOUT OUR
INFLUENCERS & EXPERTS


                           Cover image credit: Kurt Komoda
APPENDIX
LEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS
APPENDIX       (cont‟d.)

LEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS
APPENDIX       (cont‟d.)

LEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS
APPENDIX       (cont‟d.)

LEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS
APPENDIX       (cont‟d.)

LEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS
THANK YOU
THANK YOU

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FOMO: The Fear Of Missing Out (March 2012 Update)

  • 1.
  • 2. WHAT WE‟LL COVER Methodology Fear Of Missing Out (FOMO) •Drivers •Who‟s Afraid of Missing Out? •Manifestations •What It Means Appendix •More About Our Experts/Influencers Cover image credit: Kurt Komoda
  • 3. METHODOLOGY SONAR™ This report serves as an update to our May 2011 trend report titled Fear of Missing Out. Specifically for this report, we conducted a quantitative study in the U.S. and the U.K. using SONAR™, JWT‟s proprietary online tool, from Jan. 19-24. We surveyed 768 Americans and 502 Britons aged 18-plus (data are weighted by age and gender); we also polled 110 teens aged 13-17 residing in the homes of adults surveyed.* (For year-over-year data, we used content from a survey we conducted in the U.S. and U.K. from March 4-15, 2011, in which we polled 1,024 adults and 87 teens.) *Throughout this presentation, “adult Millennials” refers to respondents aged 18-34. “Teen Millennials” refers to those aged 13-17.
  • 4. METHODOLOGY(cont‟d.) Influencers and experts In addition, we interviewed influencers and experts in technology and academia.
  • 5. THE FEAR OF MISSING OUT Fear Of Missing Out (FOMO) is 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. FOMO may be a social angst that‟s always existed, but it‟s going into overdrive thanks to real-time digital updates and to our constant companion, the smartphone. Image credits: 85mm.ch
  • 6. THE FEAR OF MISSING OUT (cont‟d.) Once social media makes people aware of things to which they otherwise might never have been privy, it can spark a sense of vicarious participation or motivate real-world behavior. Conversely, it can be a curse, fostering anxiety and feelings of inadequacy.
  • 7. THE FEAR OF MISSING OUT (cont‟d.) The acronym is infiltrating vocabularies as more than just an amusing expression. FOMO encapsulates an increasingly pronounced phenomenon in the age of social media—an ageless concept that‟s reached a tipping point. Today‟s unprecedented awareness of how others are living their lives is predisposing more and more people to FOMO. While the fear of missing out has always been essential for marketers to understand, it‟s grown more significant for brands, since today‟s intensified FOMO drives behaviors on social media sites and, subsequently, real-world consumer actions and self-perceptions. FOMO is the sometimes energizing, sometimes terrifying anxiety that you are missing out on something absolutely terrific. It could be a TV show, it could be a party, gadget, it could be that really good burrito from the food cart. The important thing to keep in mind with FOMO is that it‟s not just a state of mind; it is also a physical reaction. So as a FOMO sufferer, I can report sweating, itching, pacing and compulsive refreshing of my Twitter feed.” —BIANCA BOSKER, senior technology editor, The Huffington Post
  • 8. DRIVERS Image credit: lanier67
  • 9. DRIVERS Radical Transparency meets Life in Real Time Digital natives Social one-upmanship Hashtag-friendly events Social media feeding into relative deprivation Life in overdrive: too much to do, read, buy, watch, etc.
  • 10. DRIVERS (cont‟d.) Radical Transparency meets Life in Real Time Those who used to dine behind thick stone walls and had caviar now do so, Tweet about it and can be seen by Digital natives those sitting down to dinner at Chipotle.” —MARC A. SMITH, Social one-upmanship sociologist and chief social scientist, Connected Action Consulting Group Hashtag-friendly events Social media feeding into relative deprivation Life in overdrive: too much to do, read, buy, watch, etc.
  • 11. DRIVERS (cont‟d.) Radical Transparency meets Life in Real Time Digital natives Social one-upmanship Hashtag-friendly events Social media feeding into relative deprivation Life in overdrive: too much to do, read, buy, watch, etc.
  • 12. WHO‟S AFRAID OF MISSING OUT? Image credit: @MSG
  • 13. WHO‟S AFRAID OF MISSING OUT? FOMO is a shared experience, and we‟re all suffering from it. And it‟s kind of an embarrassing thing to suffer from, right? No one wants to admit that they suffer from FOMO. And yet to live particularly in society, at this time, this country, it‟s almost impossible not to suffer from FOMO unless you‟re wearing blinders.” — PRIYA PARKER, researcher and founder, Thrive Labs, an organization that helps build Millennial leaders
  • 14. WHO‟S AFRAID OF MISSING OUT?(cont‟d.) THE YOUNG AND THE FEARFUL As many as 70% of adult Millennials said they can completely or somewhat relate to FOMO Nearly 4 in 10 young people say they experience FOMO often or sometimes. Some Gen Xers can also relate to FOMO (51%), with 25% saying they experience it at least sometimes.
  • 15. WHO‟S AFRAID OF MISSING OUT?(cont‟d.) THE YOUNG AND THE FEARFUL
  • 16. WHO‟S AFRAID OF MISSING OUT?(cont‟d.) THE YOUNG AND THE FEARFUL
  • 17. WHO‟S AFRAID OF MISSING OUT?(cont‟d.) DRIVERS THE YOUNG AND THE FEARFUL Younger people are more engaged in identity formation than older people. They may be more open to the experience of FOMO because they are engaged in relative deprivation. Younger people have fewer resources to consume identity-forming products and experiences while simultaneously having the most time and desire for them.” —MARC A. SMITH, sociologist and chief social scientist, Connected Action Consulting Group
  • 18. WHO‟S AFRAID OF MISSING OUT?(cont‟d.) DRIVERS MAN‟S BEST FRENEMY? Overall, American men appear to be more prone than women to feelings of missing out via social media: 38% said they feel somewhat or very left out when they see via social media that their peers are doing something they‟re not, compared with 26% of women. American men are also more likely to feel they‟re missing out when seeing via social media that friends or peers are buying something they‟re not or finding out information before they do.
  • 19. MANIFESTATIONS Image credit: allaboutgeorge
  • 20. MANIFESTATIONS GROWING DRIVERS MEDIA BUZZ Image credit: Cosmopolitan in Australia
  • 21. MANIFESTATIONS (cont‟d.) DRIVERS LEVERAGING FOMO BRANDS Marketers have always warned consumers not to miss out on products and deals; now we‟re seeing more brands tapping into anxiety over missing out on experiences and the inability to do everything and be everywhere. Marketing campaigns are both inducing consumer fears of missing out and positioning products as tools for preventing FOMO and keeping up with the fast pace of life.
  • 22. MANIFESTATIONS (cont‟d.) BRANDS LEVERAGING FOMO: Smirnoff, „Be There‟ If you weren‟t at one of Smirnoff‟s ravishing Nightlife Exchange Project parties, then where the bloody hell were you?” —MICHELLE WILDING, “Smirnoff Nightlight Exchange Party, Bangalore,” Lost at E Minor Blog, Dec. 8, 2010 Image credits: JWT
  • 23. MANIFESTATIONS (cont‟d.) BRANDS DRIVERS LEVERAGING FOMO: Heineken, „Sunrise‟ Image credits: Heineken; heinekensunrise
  • 24. MANIFESTATIONS (cont‟d.) DRIVERS LEVERAGING FOMO: Apple, Face Time BRANDS Image credits: srca2009
  • 25. MANIFESTATIONS (cont‟d.) DRIVERS LEVERAGING FOMO: Duracell Powermat, „Stay in Charge‟ BRANDS Image credits: PowermatTV; powermat.com; @endfomo
  • 26. MANIFESTATIONS (cont‟d.) DRIVERS LEVERAGING FOMO: AT&T, „Don‟t be left behind‟ BRANDS Image credits: ShareATT [1]. [2]
  • 27. MANIFESTATIONS (cont‟d.) BRANDS COUNTERING FOMO Some marketing campaigns are tapping into the countertrend to the FOMO-fueled race to keep up: a growing desire to slow down, focus on one task and savor the moment. Instead of helping consumers stay ahead of FOMO, these efforts focus on considering what‟s really important in life.
  • 28. MANIFESTATIONS (cont‟d.) BRANDS COUNTERING FOMO: Road Safety Council of Western Australia, „Enjoy the Ride‟ Image credits: EnjoyTheRideWA
  • 29. MANIFESTATIONS (cont‟d.) DRIVERS COUNTERING FOMO: Nescafé, „Wake up to life‟ BRANDS Image credits: MKT360MEX
  • 30. MANIFESTATIONS (cont‟d.) DRIVERS COUNTERING FOMO: Nestea, „Welcome to this moment‟ BRANDS 3 GENERATION GO Image credits: lascancionesdelatele
  • 31. MANIFESTATIONS (cont‟d.) FOMO-COMBATTING APPS TimeRazor is an upcoming service that explicitly promises to relieve FOMO with the tag “Never miss out.” By using predictive technology to help users discover interesting things they want to do while juggling what they need to do, TimeRazor looks to bring “a sense of serendipity back to a highly scheduled world.” BarSpace.tv is an app that provides live feeds from participating bars in the U.S., allowing viewers to see how many people are at a particular spot and The much-hyped 2011 startup has relaunched as an app that allows what they’re up to in real time and zero in on the most promising scene. mobile users to share live 30-second broadcasts of their lives to Facebook and friends’ phones. Those who can’t be there in real life can share in brief, intimate moments of friends’ lives. Image credits: Color.com; timeRazor; barspace.tv
  • 32. MANIFESTATIONS (cont‟d.) DIGITAL RUDENESS When people are out and they‟re among other people they need to just put everything down,” he said. “It‟s fine when you‟re at home or at work when you‟re distracted by things, but we need to give that respect to each other back.” —ANTHONY DE ROSA, a product manager and programmer at Reuters as quoted in The New York Times Image credits: uncommongoodsvideo; My Phone Is Off For You
  • 33. MANIFESTATIONS (cont‟d.) FOMO IN ENTERTAINMENT: How I Met Your Mother, „The Curse of the Blitz‟ Image credit: skjb39
  • 34. MANIFESTATIONS (cont‟d.) FOMO IN ENTERTAINMENT: Portlandia, „Did You Read?‟ Image credit: ifc
  • 35. MANIFESTATIONS (cont‟d.) HIGHER TV RATINGS Social TV—real-time tweets and status updates about major live events, such as the Super Bowl or Grammy Awards—appears to be stimulating viewership. For instance, Super Bowl ratings have been steadily mounting over the past few years (spiking to 111 million in 2011 and slightly beating that record this year), a pronounced uptick that coincides with more widespread social media use. In fact, social TV analytics company Bluefin Labs reported 12.2 million mentions of the game, up from 1.8 million in 2011. FOMO may be a key to the phenomenon; those who had minimal interest in watching these events before are now more likely to feel out of the loop if they don‟t tune in and stay abreast of the hot conversation topics.
  • 36. WHAT IT MEANS Image credit: moriza
  • 37. WHAT IT MEANS As adoption of social media, location-based tools and mobile devices continues to surge, so too will FOMO, as well as FOMO-awareness. For brands, this has powerful potential. FOMO has the potential to drive spending, since it heightens participation on social media platforms and motivates consumers to do more. On social media, FOMO helps fuel a craving to not only become part of the conversation online and not miss a moment of it but to do things that will induce FOMO in others and, of course, spread the word about it all. This in turn drives consumer awareness and inclination to buy in. FOMO about a concert? “I‟ll buy that overpriced ticket on StubHub.” FOMO about the latest designer jacket popping up in everyone‟s photos? “I can‟t afford it, but I‟ll search out a good knockoff.”
  • 38. WHAT IT MEANS (cont‟d.) Conversely, FOMO can be quite paralyzing— people can become caught up in their fears, unable to decide just what they should be doing at any given moment. And FOMO sufferers are often so distracted from the here and now that they fail to fully experience the moment and appreciate whatever it offers. The fear of missing out might become a self-fulfilling prophecy. The futile attempt to exhaust all available options can lead us to not realizing any option at all and to missing all options altogether.” —DAN HERMAN, CEO of international strategy consulting firm Competitive Advantages
  • 39. WHAT IT MEANS (cont‟d.) Teens and young adults are most susceptible to and cognizant of FOMO, but they‟re not necessarily trying to mitigate it. They will be particularly receptive to messaging and strategies that tap into FOMO and will welcome solutions, even when they didn‟t know they needed them. Brands have many opportunities to fine-tune messaging, offers, contests and more to tap into fears of missing out. Although there‟s no cure for the common FOMO, brands can focus on easing it, escalating it, making light of it, turning it into a positive and helping people to live with it. There‟s starting to be a sense of irony in the relationship to technology. … As one of my interviewees put it, once we have language for something, it takes the power out of it. We now use „FOMO‟ in a slightly ironic way: „Oh, I‟m suffering from so much FOMO,‟ and everybody laughs. And so there‟s a consciousness developing that this isn‟t necessarily a good thing, which often leads to ways of dealing with it.” — PRIYA PARKER, researcher and founder, Thrive Labs, an organization that helps build Millennial leaders
  • 40. WHAT IT MEANS (cont‟d.) One tactic for marketers is to help ease anxiety around FOMO. Brands can assure the afflicted that they‟re not missing out on much after all; those offering simple pleasures, for example, can convey that stepping back from the fray rather than following the crowd can be a smarter choice. Another tactic is to explain that the brand‟s offering is just as fabulous as whatever‟s inducing FOMO, pointing out how and why it delivers similar or better satisfactions. Alternatively, a brand might offer tools for avoiding FOMO to consumers who act on their feelings rather than festering in them. Going to the hottest restaurant in town and afraid of missing out on the menu‟s best options? An app like Foodspotting provides tips and recommendations from other diners. (Indeed, real- time tools can create FOMO, but they can also help people circumvent it.) Or brands can address or encourage people to join in on the things that make them feel left out or show consumers how to get a taste of what they‟re missing (e.g., with more affordable or more convenient choices).
  • 41. WHAT IT MEANS (cont‟d.) Brands can also offer exclusive, unique or over-the-top experiences You‟re seeing a lot of experiential likely to inspire FOMO in marketing going on. Brands want to touch people in real time and create nonparticipants. Or messaging can something that‟s memorable. Ideally escalate FOMO in order to motivate people talk about it beforehand, desired actions. Millennials they talk about it while they‟re especially tend to share openly and there, but then people after the fact say „I likewise check on what everyone missed out on that Mountain Dew concert. That else is up to, no matter how FOMO- sucks.‟ Then if they find out Mountain Dew is inducing. Brands can facilitate this doing something in the future, they‟re excited to see it, because it‟s only offered in that short by providing platforms for showing window. and telling. “Brands are asking, „How can we do smart cross-platform activities that are time-sensitive so we can tap into that FOMO mentality but then also give consumers something that leaves them with a great brand experience?‟ So you‟re talking about it after the fact and almost creating FOMO, right?” —VICTORIA CLARK, co-founder of TimeRazor
  • 42. WHAT IT MEANS (cont‟d.) Note that when tapping into FOMO, marketers must retain some sensitivity—this state of mind can be a sore spot for many consumers. So while FOMO has great potency as a marketing tool, it also has the potential to twist the knife for those especially sensitive to it. The appropriate tone will depend greatly on the audience and the category. There are various ways for brands to tap into the social currency that notable experiences provide social media participants: contextual advertising on social networks (since consumers are motivated to “get in on the action” after reading about friends‟ activities); incentives for name dropping in photo tags, check-ins and the like through programs like Facebook‟s Sponsored Stories; or simply making direct connections between the brand‟s offering and its potential cachet on social media. We‟ve always had this fear of missing out, but what‟s different is that now these tools give us a sense that we can actually do something about it and catch what‟s going on in real time so that we don‟t miss out on it.” —BIANCA BOSKER, senior technology editor, The Huffington Post
  • 43. APPENDIX: LEARN MORE ABOUT OUR INFLUENCERS & EXPERTS Cover image credit: Kurt Komoda
  • 44. APPENDIX LEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS
  • 45. APPENDIX (cont‟d.) LEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS
  • 46. APPENDIX (cont‟d.) LEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS
  • 47. APPENDIX (cont‟d.) LEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS
  • 48. APPENDIX (cont‟d.) LEARN MORE ABOUT OUR INFLUENCERS AND EXPERTS