With people broadcasting YOLO moments and living their best lives on social media, it’s easy to feel left out. But a study by Harvard University has found that most FOMO – fear of missing out – is based entirely on false perceptions of other people’s lives, rather than the reality.

Coca-Cola has released an advert for the World Cup that humorously taps into the fear of missing out when people have to look away from matches for even a moment. It's urging fans to stock up on Coke before games, recognising the immersive power of live entertainment.

Uber's reputation in recent times has been called into account for the way it treats its drivers. As a part of a bid to reclaim its London licence, it's capping its drivers hours to prevent overworking and help to alter people's perception of the ridesharing app for the better.

Accounting for nearly three-quarters of the US market, Uber is the undisputed leader in ride-sharing apps. However, amid a series of high-profile scandals, the company’s reputation has been tarnished among Americans. So, how is rival service Lyft appealing to the ethically-minded consumer?