Behavioral Trends: Fear of Missing Out


Fear of Missing Out


We should be able to exhaust all the opportunities we want and keep alternatives open all the time. We put an emphasis on that which we have not yet attained, but desperately want to. We want it all and wish to be up to date of all available options.


Gen Z superstar Billie Eilish released her anticipated debut album in 2019. To accompany the album’s release, Eilish, in collaboration with Spotify, curated a pop-up installation in downtown Los Angeles (US), called the Billie Eilish Experience. Consisting of 14 unique, themed rooms, each corresponding to a song in the album. The rooms ranged from an RC car track and a full-sized replica of Billie’s bedroom, to a room filled with adoptable rescue puppies. The event was RSVP-only, and quickly became one of the most exciting events in Los Angeles: everyone wanted to be there.

Fear of Missing Out - The Billie Eilish Experience (article)


In a secret location, Secret Cinema open up the doors to an evening of suspense and spectacle beyond any film-lover’s imagination. Dressed as part of the cast, you can choose to blend right in with the crowd or take centre stage as your reality blurs with that of the story. Each experience is unique and unrepeatable.

Fear of Missing Out - Secret Cinema


Ferrero installs Pop-up stores in Christmas in different cities around the world to teach/show people how Ferrero Rocher pralines are prepared. Those pop-up stores have become very successful showcases for the brand, having lots of press coverage and waiting lines outside.

Fear of Missing Out - Ferrero Rocher


Hidden organizes clandestine dinners in Mexico. Launched in 2013, they have built a Word-Of-Mouth movement around every unique pop-up dinner they organize. They send an invitation only specifying the date/time of the next dinner. You reserve/pay in advance. Then 2 hours before the dinner they send you the address, so you know where to go (always in a different place). And then you meet with other people to enjoy a surprise menu. Every dinner is a unique experience, that means if you miss one, you miss that one forever.

Fear of Missing Out - The Hidden Kitchen


Videogame consoles like PlayStation always play with special editions of different franchises. In that way they get to sell heavy-gamers more than one console, while push the general market to take advantage of those limited editions, that may actually become collector items in the future.

Fear of Missing Out - Playstation


McDonald’s installed this Ice Coupons machine in Rio de Janeiro during the summer. The idea: after a short interaction with the machine you receive a coupon for a free ice-cream in the nearest McDonald’s. The catch? The coupon is actually made of ice, so after getting it you have to run and cash it out. The benefit? This idea generates immediate traffic to the store, with a very creative solution for a “limited time offer”.

Fear of Missing Out - McDonalds


Click here to navigate our list of Behavioral Trends for value creation, full of insights and needstates, written from a post-demographic human-centered perspective by our partner Andrea Lobo.


Chat with us!