Marketing in 2026 Is The Year of JOMO

Marketing rarely suffers from a lack of ideas. But it can suffer from a lack of clarity. And it can also suffer from FOMO and competitor emulation. Agencies and suppliers have thrived on FOMO for years - just think of all those events people attend just because others are there. But the tide is changing. And 2026 is the year of the JOY OF MISSING OUT.

Get Some Joy New channels, new tactics, new “must-haves” - like AI - they arrive almost weekly.

The temptation is to keep adding more — more content, more events, more activity, more noise — just in case we miss something important.

And the temptation is greater when you see what your competition is doing.

But what if the real opportunity isn’t doing more, but doing less — with confidence?

That’s where JOMO comes in: the Joy of Missing Out.

JOMO Is Being Smart

For marketers, JOMO isn’t about opting out or playing safe. It’s about being clear enough to choose what not to do.

It’s the confidence that comes from knowing your audience, your market and what actually drives results.

The most effective marketing teams we work with aren’t everywhere. They’re deliberate. They focus their time and energy on the moments, messages and channels that matter most — and let the rest go.

Insight is what makes this possible

When decisions are grounded in genuine understanding rather than habit or pressure, focus sharpens.

Marketing becomes calmer, more purposeful and far more effective.

That’s often the a-ha moment: realising that clarity creates momentum.

Ask "What if?"

A useful question to ask is: what If we stopped one piece of activity tomorrow, would it change anything that matters?

JOMO isn’t about standing still. It’s about moving forward with intent.

And in a crowded market, choosing the right things to ignore can be just as powerful as choosing what to pursue.

So stop worrying what your competitors are doing and focus on the joy of missing out.