In an increasingly complex world, contradictions are no longer the exception, but the rule. Consumers are constantly challenged to navigate between extremes – from fear of missing out (FOMO) to conscious joy at missed opportunities (JOMO), and from constant distraction to deliberate reduction. These contradictions reflect the larger contradictions that shape our society, our consumption and the media landscape. Welcome to the ‘Era of Contradictions’.
The ‘Era of Contradictions’
Increasing digitalisation, information overload and the desire for authenticity create a contradictory dynamic that poses challenges not only for consumers but also for brands. Every day, we are bombarded with 3,000 to 5,000 advertising messages – a figure that shows how difficult it is to attract attention. At the same time, video-on-demand tracking shows that 60% of consumers feel overwhelmed by the flood of offerings on the moving image market.
How can brands be successful in this world? By seeing contradictions not as a problem, but as an opportunity. Two of these key contradictions are FOMO vs. JOMO and distraction vs. reduction.
FOMO (Fear of Missing Out) vs. JOMO (Joy of Missing Out)
FOMO describes the fear of missing out. The constant availability of social media, real-time notifications and live streams makes people feel like they have to be up to date at all times. According to a recent study, 68% of Austrians use their smartphones while watching television – multitasking is becoming the norm.
But at the same time, a countertrend is developing: JOMO – the joy of consciously missing out. People are increasingly looking for ways to free themselves from constant availability and create conscious breaks. 37% of Gen Z and millennials said they reduced their social media use last year to spend more time offline.
Implications for brands
Brands can benefit from this tension by either targeting consumers' FOMO feelings or promoting JOMO experiences:
- Activate FOMO: Limited-time offers or exclusive content can create the feeling of not wanting to miss out on something.
- Supporting JOMO: Offers such as ‘digital detox’ experiences or products that promote peace and relaxation specifically appeal to those who are consciously seeking retreat.
Distraction vs. reduction
The modern media landscape offers an abundance of possibilities: Netflix, TikTok, Spotify – never before have there been so many options for spending time. But the constant availability of content not only leads to consumption, but also to overload. 52% of consumers now want a central platform that bundles all content.
In contrast, the desire for simplicity is gaining importance. Minimalism and mindfulness are no longer niche movements, but are increasingly becoming mainstream. One example of this is the success of ‘digital detox’ hotels, which completely forego Wi-Fi and television and offer guests the opportunity to disconnect from the digital world. The Eremito Hotel in Italy is one of the best-known examples of this trend.
Implications for brands
- Use distraction: Second-screen activities such as shoppable content can be targeted at multitasking consumers. 51% of consumers find the option of buying directly from films or series appealing.
- Promote reduction: Products and services that support simplicity and mindfulness offer a counterbalance to overload.
Conclusion
The Battle of Contradictions shows how profoundly contradictions influence our society and our consumer behaviour. Brands need to understand these contradictions and address them in a targeted manner in order to remain relevant. Whether it's about awakening consumers' FOMO feelings or giving them a break through JOMO and reduction – the possibilities are endless.
The question is not whether brands should address these contradictions, but how they can use them to their advantage. In the next article, we'll take a look at Glossy vs. Real – the balance between perfection and authenticity.
