No matter what age you are, it’s likely that if you have an active social life, you’ve experienced the anxiety caused by FOMO. But a counter-trend is emerging to encourage people not to stress about missing out, and instead to embrace the time off, called #JONO – 'the Joy of No'. We explore the insights behind this and why more Britons are seeking joy in saying no.
Feelings of anxiety may be crippling to many when they think about all the fun they could be having. But an equal number of people are beginning to turn their backs on filling their time to the brim. Coined by the writer Debbie Chapman, #JONO – 'the Joy of No' – is the title of her book that explores the fulfillment of doing nothing. Similarly, the popular Netflix series Tidying Up with Marie Kondo, is a rallying call to throw away dead weight and take joy in a pared-back existence. Likewise, philosopher and psychologist Svend Brinkmann's The Joy of Missing Out is proving to be one of the biggest proponents for a 'say-no' lifestyle.
The trend towards saying no is timely; 25% of Britons say a poor work-life balance is one of the biggest stressors at work, while over a one-month period, 91% of 18- to 21-year-olds claimed to have felt physical or emotional symptoms associated with stress. Clinical psychologist Rachel Andrewssays the compulsion to always say 'yes' stems from a "constant striving to make [our]selves feel better, to get that buzz from achieving things", and that the inability to say "no" comes from a feeling more deep-seated, such as the "fear of rejection" or being "perceived as unlikeable". Marketers have long used FOMO as a weapon, but are now also utilising the idea of JONO. IKEA's 'Sleep Hub' initiative celebrates the joy of having a 'big night in' over a traditional night on the town.
Abi Buller is an editorial assistant at Canvas8, the leading behavioural insights practice. Abi is a London-based graduate from London College of Fashion (UAL). With a background in creative direction for fashion, her research and creative projects focus on experiential retail, new technologies and trend forecasting.
