In the July–August 2026 issue of Brandmap, Prof. Çisil Sohodol, Director at CIFAL Istanbul, explored the shift from FOMO (Fear of Missing Out) to JOMO (Joy of Missing Out) and its implications for changing consumer behavior and brand communication.
Abstract
Constant connectivity, endless choice and the pressure to keep up have transformed abundance from a source of opportunity into a source of mental fatigue. As consumers become increasingly overwhelmed by the attention economy, a growing preference for simplicity, selective participation and conscious disconnection is emerging. The article explores the transition from FOMO to JOMO, highlighting how consumers are beginning to value the freedom to opt out, reduce digital and material excess, and reclaim control over their attention. This shift is also reshaping brand strategies, as messages built around scarcity, urgency and the fear of missing out gradually give way to approaches centered on simplicity, trust and a sense of sufficiency. In this evolving landscape, brands may increasingly create value not by demanding more attention, but by respecting consumers’ need for space, balance and meaningful choice.
To read the full article, please see the July–August 2026 issue of Brandmap.