Who is planning for the ‘joy of missing out’ mega trend?
There is a new mega trend in town. And it is called JOMO – joy of missing out. JOMO is related to an active search for joy in life.
JOMO rhymes with the earlier, now fading, trend of FOMO (fear of missing out) but the similarity ends there. FOMO, to a large extent was born out of not wanting to be left behind in any way. JOMO, the emerging trend, on the other hand, is associated with making meaningful choices in life, and letting go of forced, routine or rushed choices.
JOMO being embraced across categories
Possibly the first question in people’s minds is – how does one actually live a JOMO life, it sounds great, is it practical? How does one make more joyful choices, when in the past, one has made forced or fearful ones? How does one create the boundaries one desires for even one day? How and where does one find role models who are able to get away with ‘missing out’? This article looks at some categories that are already embracing the JOMO mega trend, providing us a glimpse of rich possibilities, in the future, for many brands to help people to ‘disconnect to reconnect’.
Institutional brands and the “Hygge” concept: There is much content surfacing in popular culture, to provide guidance (from experts, and ordinary folks) on how to embrace JOMO in life.
To share one example, among many – The Times Top Ten Best Seller, titled “The little book of Hygge: the Danish way to live well”. It is based on research from The Happiness Research Institute, an independent thinktank exploring causes and effects of human happiness globally. (Denmark ranks among the happiest countries of the world). The Hygge Manifesto spells out practical steps like Atmosphere (more lamps); Presence (turn off phones); Harmony (we already like you, no need to brag).
Personal care brands and “sound baths” concept: Personal care brands would seem naturally the closest to embrace JOMO. A 2018 J. Walter Thompson Intelligence Report mentioned ‘sound baths’, which are available in Mumbai. With advertisements like “Restoration Sundays: come chill out this Sunday with a relaxing sound bath meditation. We use Himalayan singing bowls + Solfeggio Tuned Healing Pipes at 1k/per person at The Seventh Sense”.
Event brands and the “un-conference” concept: Events epitomise fear of missing out. However, there are innovative events that operate on the opposite principle – the joy of missing out. The “unconference concept”, for instance, draws it inspiration from the economist E. F. Schumacher who said “…Without order, planning, predictability… without these things nothing fruitful can happen… And yet, without the magnanimity of disorder, the happy abandon, without this, life is a mockery and a disgrace.”
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© 2017 State Times Daily Newspaper