- 65% of Gen Z feel pressure to keep up with online trends, fueling impulsive purchases.
- Social media platforms like TikTok and Instagram intensify FOMO with fast trend cycles.
- Brands are using urgency tactics—flash sales, scarcity messaging—to capitalize on this.
- Overuse of FOMO tactics can lead to consumer burnout and skepticism.
- Ethical FOMO marketing blends urgency with authenticity, identity, and community.
FOMO—or the "fear of missing out"—is no longer just a cultural catchphrase; it’s a defining force in Gen Z's consumer behavior.
For a generation raised on social media and short-form content, the fear of being left out extends beyond social experiences into digital shopping carts. Whether it’s a trending TikTok skincare item, a capsule fashion drop, or a concert ticket with viral appeal, Gen Z’s shopping habits are shaped by a potent mix of peer influence, scarcity, and urgency.
A recent study published in the journal PLOS One, co-authored by Jung Eun Lee (Auburn University), Abbey Bartosiak, and Cäzilia Loibl, sheds empirical light on this behavior. The researchers found that social media triggers emotional responses in young consumers that significantly influence their buying habits—often through a FOMO-driven loop of online peer comparison and perceived scarcity.
The FOMO Economy by the Numbers
Recent findings from Sprout Social reveal that more than half of Gen Z consumers make monthly or weekly spontaneous purchases because of something they saw on social media.
This isn't just passive anxiety—it often manifests in active purchase behavior. When a product gains traction online, it becomes more than an item; it becomes an emblem of relevance. Whether it’s a Stanley Cup tumbler or the latest colorway of a sneaker collab, Gen Z consumers are racing to buy before inventory—and social currency—runs out.
@justtkass Have you seen the new YouTube video? 😜 #stanleycup #stanley #loveshackfancystanley #fyp #iwantone ♬ use this sound if emoji cats sucks - ✨🌙S̶u̶k̶i̶🌙✨
Additionally, Gen Z consumers in the U.S. and U.K. significantly over-index on beauty items, making beauty products a consistent feature in their monthly baskets. Alongside food and drink, beauty ranks as one of their top categories for spending, highlighting that the urgency to stay on-trend isn’t limited to fashion or tech.
The PLOS One study reinforces this by noting that social media platforms act as “virtual shopping malls” where emotional triggers like FOMO and peer approval rapidly convert into spending decisions.
Social Media: The FOMO Engine
For Gen Z, social platforms aren’t just entertainment hubs—they’re real-time shopping channels. TikTok, Instagram, and YouTube act as live feeds of what’s hot and who’s got it. When creators flaunt rare finds or document the moment they ‘secure the drop,’ it prompts a ripple effect.
Even more subtle is the social validation that comes with being early. The unspoken reward? Belonging to the trend before it peaks. That sense of exclusivity and immediacy reinforces impulsive shopping, especially when products are launched with limited stock or disappearing discounts.
As highlighted by Lee and her co-authors, this behavior is closely tied to social comparison dynamics. Their PLOS One study found that young consumers are especially prone to emotional purchases when they see peers obtaining “trending” items or participating in viral consumption patterns.
Brand Tactics That Trigger FOMO
Many brands have been quick to incorporate FOMO-friendly tactics into their marketing. Here are a few ways it plays out:
- Limited-Time Drops: Fashion labels like Supreme and beauty brands like Glossier thrive on the scarcity model. Once it’s gone, it’s gone.
- Countdown Timers: Retailers use countdowns on their websites to simulate urgency and push users toward quick decisions.
- Social Proof Tools: Notifications like "Just bought in Chicago!" or "5 left in stock" create the illusion of high demand.
- Influencer Exclusivity: Partnering with creators to tease or release products builds a sense of privilege and insider access.
@glossier Lock it up with a (black) cherry on top! 🍒 Our Cherry Lock is as sweet as cherry pie and only available for a limited time starting 1/3 on Glossier.com and in select Glossier stores (until supplies last) 🔒 #glossier #blackcherry ♬ Secret Getaway - Eazy & Slip.stream
All of these elements combine to tap into Gen Z’s fear of being out of the loop—and they work. But they also have a limit.
Is FOMO Fatigue Setting In?
While urgency can drive conversions, over-reliance on FOMO tactics is beginning to wear thin. Many Gen Z consumers are becoming wary of constant marketing pressure. They’re beginning to seek more intentional ways to engage with brands, moving away from impulse buying and toward value-based purchasing.
Mental health conversations on platforms like TikTok are also raising awareness of consumer burnout, especially when driven by the perpetual chase to keep up. The "de-influencing" trend, which encourages people to question whether viral products are actually worth the hype, is a direct response to FOMO fatigue.
The PLOS One study supports this nuance, suggesting that as Gen Z becomes more self-aware of social media’s emotional impact, they may begin to develop coping strategies that resist impulsive triggers.
What Marketers Need to Know
FOMO isn’t going away. But the most effective brands will approach it with nuance. Instead of just leveraging scarcity, successful campaigns will connect urgency with authentic community, identity alignment, and real value.
That means:
- Using urgency to spotlight products that genuinely resonate with Gen Z values (e.g., sustainability, inclusivity).
- Encouraging creator-led discovery without pressuring purchase.
- Building community around experiences, not just products.
FOMO can be powerful—but only if it’s built on something meaningful.
Harnessing FOMO, Respectfully
Gen Z’s shopping behavior is being shaped by the emotional currents of the internet—and FOMO is a big one. But tapping into this mindset doesn’t mean exploiting it. The brands that win in 2025 and beyond will be those that understand the psychology behind urgency, wield it responsibly, and respect their audience's desire for connection, not just consumption.
Because ultimately, FOMO is less about fear—and more about belonging.
