June 1st, 2023
The average person is subjected to 500 to 5000 advertising messages a day. Every single day.
Whether we pay lingering attention to them or not, this constant barrage of information on the possibilities of life, leads to rise in a common emotion known as the Fear of Missing Out (FOMO). FOMO is deeply rooted in human psychology, driven by our need for social connection, acceptance, and a sense of belonging. It stems from the fear that others are having rewarding experiences or possessing desirable things that we are not.
Traditional marketing is fundamentally aware of the human need to feel connected and to belong to a community, particularly one that seems unique or special.
Understanding this psychological vulnerability, many brands use FOMO as a powerful marketing tactic to fuel demand and increase sales.
From television adverts, email campaigns, social media algorithms and targeted digital marketing (all those cookies!) many brands work on a supply-and-demand framework that if they can convince you need something, it must be good for you. Hundreds of times a day. Feeling exhausted yet?
Purpose-driven brands and the problem with FOMO
Common strategies supporting FOMO marketing include:
Limited-time offers or discount flash sales.
Exclusivity such as membership access.
Collaborating with influencers to portray aspirational lifestyles.
Persistence in the form of targeted adverts and constant reminders.
For these tactics, copywriting and content marketing makes clear that inaction will lead in a loss, thereby directly introducing and increasing demand which leads to sales.
However, for purpose-driven brands, aware of their sustainable practice, using FOMO can present a few issues, including:
Increased digital footprint and carbon emissions.
Increased influence on mental health that drives negative or harmful cultural attitudes or lifestyles.
A rush in sales due to offers or the promise of express delivery that increases impact on the planet through supply chain emissions.
Increased waste, both in production and in short-term consumer use
So how should sustainable brands use FOMO in their marketing?
Or should you avoid it completely?
Sustainable and ethical businesses can use FOMO as marketing technique in their brand voice and messaging but by re-framing this through a more sustainable strategy.
Copy and content should consider:
FOMO of missing out on being part of positive change
FOMO of missing out on contributing to the global community
FOMO of missing out on feeling content and secure in purchasing from sustainable brands to deliver to wider purpose.
FOMO of making a positive impact in the world
These messages should be weaved through copy to inform customers and can be particularly powerful in dispelling indifference to sustainable, ethical or green causes.
Using these reframed, guided FOMO tactics to bring customers on side as allies and partners to your cause can use a variety of techniques which can also have a more sustainable footprint:
Limited-time offers or flash sales that push increased social and environmental benefits per sale, rather than discounted prices and BOGOF deals.
Exclusivity that invites people to join a movement and community through events and resources to support sustainable living.
Collaborating with influencers to portray ‘greener’ more conscious choice lifestyles.
Patience rather than persistence – purposeful advertising and emails that nurture customers as citizens with purpose rather than singular identity as a form a revenue.
Are you ready to reclaim FOMO?
Get in touch at [email protected] or head straight on over to the Your Options page.
