The dark side of brands – How FOMO fuels obsessive passion and compulsive buying

Ever scrolled through Instagram or TikTok and felt a sudden rush to buy something before it's gone? You’re not alone. A new study published in the Journal of Business Research, investigates how a “fear of missing out” (FOMO) and intense brand passion are pushing many consumers toward compulsive buying – often leading to stress, debt, and even anxiety.

Researchers from the University of Portsmouth surveyed 511 consumers to understand the connection between FOMO, brand passion, and compulsive buying. The results reveal that FOMO is a key trigger, but what happens next depends on how people channel their brand passion.

Brand passion can be a double-edged sword and comes in two forms:

• Harmonious passion: Where people enjoy a brand in a balanced, healthy way.
• Obsessive passion: Where the brand starts controlling people, leading them to buy impulsively, even if it causes financial strain.

Obsessive brand passion, fuelled by FOMO, is a strong predictor of compulsive buying. This is particularly true for younger consumers, who often feel more social pressure to keep up with trends and experiences shared online.

Platforms such as Instagram and TikTok make it easier for brands to create a sense of urgency. Flash sales, limited-time offers, and idealised customer experiences build a powerful fear of missing out. Take the frenzy surrounding tickets for Taylor Swift’s and Beyoncé’s 2023 tours—fans were scrambling to secure tickets, motivated by FOMO and amplified by viral content showing outfits and setlists.

The study highlights that FOMO can seriously impact psychological well-being, social connections, and financial health. In fact, nearly half of millennials admit to taking on debt to “keep up” with their peers. This pressure is often driven by FOMO, which pushes consumers to buy things they might not need, simply to fit in or not feel left out.

Yuksel Ekinci, Professor of Marketing and Sales at the University of Portsmouth said: “Our study reveals that while the fear of missing out can drive strong connections with brands, it also has the potential to fuel harmful spending habits, especially among younger consumers. It's crucial that brands acknowledge their role in shaping consumer behaviour and adopt more ethical approaches that encourage healthy, harmonious passion rather than obsessive purchasing.”

The study highlights that for marketers, understanding how to responsibly engage with consumers driven by FOMO and passion is key. By fostering harmonious brand passion, companies can promote healthier buying habits, allowing customers to enjoy their purchases without the stress of regret or debt. However, when brands encourage obsessive passion (as seen with fast fashion or instant services), they must do so carefully, particularly when targeting younger audiences.

Ethical marketing tips suggested by the study include:

• Create urgency without pushing customers into unhealthy buying habits.
• Offer transparency and focus on sustainability, not just quick sales.
• Promote responsible consumption—emphasising quality, not quantity.
• Build community spaces where consumers can share their experiences with a brand in a balanced way.

This research highlights the darker side of FOMO-driven marketing and urges brand owners to be more accountable. As younger consumers continue to battle social pressure and compulsive spending, brands have a responsibility to balance their marketing strategies. Encouraging consumers to enjoy their favourite brands in a healthy, fulfilling way could not only improve their lives but also build stronger, long-term brand loyalty.