03 Apr Embracing the Joy of Missing Out
If you’re anything like me, the start of a new year brings the anticipation of exciting things to come, challenges to tackle and ambitious goals to achieve – whether it be at work, in my personal life or as part of my fitness regime. Driving this is of course is personal ambition, but I’m also driven by what I see people doing around me, in both a literal and virtual sense.
We’re a generation hooked on acronyms like YOLO – “You Only Live Once” and FOMO – “Fear Of Missing Out”. We are a lucky generation – we have tasted opportunity like no one before us, and nothing stands in the way of us achieving our goals. But sometimes it all gets a little too much, and it’s nice to know that it’s not just me.
The Huffington Post recently declared 2014 to be the year of JOMO – the “Joy of Missing Out”. It said that “as a backlash against FOMO – aka Fear Of Missing Out – it is a rebellion against saying yes to everything, and is about giving yourself the space to think and experience things without freaking out about what you should be doing instead.”
This article and “JOMO” really resonated and I started to think about how this concept could apply to the work that we do as communicators and how it connects to some of the broader consumer trends like collaborative consumption that we wrote about a few weeks ago. It seems to me that we are taking the best of the digital and social worlds and melding it with people’s desire for good old fashioned relationships. The reality is that while social media is a key channel to engage, communicate, start conversations and manage risk (and a crucial element in the collaborative consumption model), face to face time is still king.
If people embrace JOMO this year, the question is what it will mean for brand strategies? With more consumers unafraid to say no, and not as influenced by the fear of missing out, brands will need to be more personal, targeted and hyper local to really cut through. And applying the JOMO principle to what we do as PR professionals, perhaps it’s less is more. More focus on long term, strategic campaigns that will deliver true value back to brands, less focus on tactical pushes that give you a peak of coverage, but no longevity. More face to face time where can we build deep and long lasting relationships, less reliance on transactional dealings over email. More honest conversations, less skirting around the issues. Personally I am excited about missing out on some things so I can focus my energy and attention on the things that really matter to me personally and professionally.
What are you excited about missing out on to give you more time to focus on the things that matter?