Trend Alert: JOMO

Trend Alert introduces you to the latest brands, products and services that are trending with 16-24s.

We’ve all heard of FOMO, and many marketers have even incorporated the idea into their strategy, creating campaign moments that inspire envy and aspiration. However, this month a new acronym has emerged that represents a growing trend that is the antithesis of the fear of missing out.

JOMO is the joy of missing out. It represents the contentment young people increasingly find from taking a break from the intensity of modern life. This could be anything from taking a digital detox to choosing an evening in with Netflix over a night on the town. The New York Times summarised the concept: “JOMO is about disconnecting, opting out and being OK just where you are.”

The rise of JOMO reflects insights shared by youth marketing agency Seed this year at YMS LDN. Their research revealed that 77% of UK students would consider a month-long social media detox and 10% said they really needed it. They also asked students about their top three activities to do with friends, and found that chilling at home was the most popular activity, far ahead of clubbing or going to the pub.

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