FOMO (Fear of Missing Out) has been used by marketers for years to get people to buy things, get involved, and act quickly.
- “Only for a short time.”
- “Just 2 seats left.”
- “Don’t let this deal pass you by.”
And for a long time, it worked.
But the digital world is changing today. More and more people are burning out. People are too busy. And the continual pressure to “keep up” doesn’t make them want to do it anymore; it makes them tired.
This change in culture is creating a new emotional landscape called JOMO, or the Joy of Missing Out. JOMO doesn’t mean that customers stop talking to each other.
In other words, they prefer brands that respect their time, energy, and mental space.
Brands that win in 2025 aren’t pushing people to act quickly.
They are gaining trust, peace, and loyalty.
Let’s look at how this change is affecting marketing and how companies can do well in the new “anti-hustle” era.
1. The FOMO strategy is losing its strength
FOMO used to be a secret weapon for marketers.
But today’s customer is:
- Getting a lot of notifications
- Tired from too much digital stuff
- Sick of being pushed to make choices
- More aware of marketing tricks that are meant to trick people
So they don’t react; they pull away.
FOMO presently makes:
❌ worry
❌ doubt
❌ not being involved
People today don’t want to chase.
They want to pick, and they want to do it calmly and with confidence.
2. JOMO: The Feeling That Today’s Shoppers Can Relate To
JOMO uses the happiness that comes from saying no, slowing down, and making choices on purpose.
Brands that promote these things are more likely to connect with people now:
✔ easier decisions
✔ healthier digital habits
✔ balanced lives
✔ mindful consumption
✔ real experiences
This is especially true for:
- Gen Z (conscious of burnout)
- Millennials (who are sick of the hustle culture)
- People who work
- People who care about their health
JOMO marketing doesn’t put pressure on people; it makes them feel protected.
3. JOMO Makes Customer Loyalty Stronger and More Lasting
FOMO causes short-term surges,
JOMO makes people loyal for a long time.
How?
Because it puts first:
➤ Openness
Honest communication and clear prices.
➤ Trust
No last-minute tricks to put pressure on you.
➤ Storytelling that puts value first
Not hustling, but helping.
➤ Value your customers’ time
No noise and a smooth user experience.
Customers feel valued when they use JOMO, and valued customers stay.
4. What JOMO-Driven Brands Do Differently
Brands that use JOMO don’t push harder; they guide better.
1. They don’t make things more complicated; they make them less so.
- Simple lines of products
- Web design that is simple
- Clear routes for making decisions
2. They make things clear instead of urgent.
“Here’s how this will help you.”
Not “Buy now or you’ll regret it.”
3. They celebrate wins that are slow and important.
- Not always working hard.
4. They put more emphasis on education than on persuasion.
- Don’t put pressure on people; show them you know what you’re talking about.
5. They make digital spaces that are tranquil and based on values.
- Soft hues, a calm tone, and easy navigation.
6. They tell people to just buy what they really need.
- This fosters trust, which in the long run raises lifetime value.
5. Areas Where JOMO Is Becoming a Marketing Giant
✓ Brands for health and lifestyle
People want peace, not chaos.
✓ Tools for productivity and SaaS
Less rushing around and more planned work.
✓ Edtech: Learning without becoming tired.
Fintech: Make calm, sure decisions about money.
✓ Health Care
Communication that isn’t scary and is calming.
✓ D2C and retail
Be careful about what you buy instead of just buying it on a whim.
The anti-hustle movement isn’t just a fad; it’s a change in how people act.
6. Real-Life Examples of JOMO Marketing
✔ Calm App’s “Do Nothing for 10 Minutes” ad
✔ Apple’s simple product releases
✔ Airbnb’s “Live Anywhere” gives you the freedom to choose where you live.
✔ “Buy Less, Demand More” from Patagonia
✔ Notion’s productivity strategy that helps you stay calm and not rush
These brands don’t need to be rushed.
They make room for calm choices, which is funny because it leads to more conversions.
7. A Useful Framework for Moving from FOMO to JOMO
This is a simple model for changing brands:
FOMO to JOMO
Value clarity → Scarcity “Only 1 left” → “Here’s why you’ll love this.”
From aggressive CTAs to permission-based CTAs
“BUY NOW” becomes “Look around when you’re ready.”
Loud visuals → Soft, breathable visuals
Ads that put pressure on you → Education based on trust
Difficult funnels → Smooth trips
It’s not about how urgent it is anymore.
It’s about making things easy.
8. The Big Idea: Brands that are calm do better
A consumer who is calm:
✔ reads more
✔ trusts more
✔ converts more
✔ stays longer
✔ naturally advocates
In a world full of stimulation, the best luxury is peace of mind.
Brands that offer it build emotional equity that no one else can replicate.
Conclusion
People are tired.
The culture of hustling is going away.
The demand to “stay updated all the time” is losing its strength.
And when strategies based on FOMO fall apart, a new motor of loyalty is rising:
- JOMO means the joy of making choices slowly, carefully, and on purpose.
- Brands that accept this change will have stronger relationships, keep more customers, and gain more trust.
- Brands that don’t try to get attention will perform well in the future because they make things tranquil.
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