On a Friday night, rather than heading to a bustling event, you’re nestled at home, embracing the serenity of solitude. You light candles, spin vinyl records, and perhaps whip up an Italian-inspired dinner with a few close friends—indulging in affordable luxury without crossing town. This is the Joy of Missing Out (JOMO), redefining how Canadians savor life’s best moments. It’s a new currency: intimate, home-based experiences that curate simplicity, peace, and quiet opulence.
What started as a foodie trend has exploded into a full-on lifestyle movement, with brands making it easier than ever to enjoy high-quality, meaningful experiences right at home. For marketers, JOMO is a goldmine for engaging Millennials and Gen Z, who drive the luxury market and value authenticity, sustainability, and convenience. Brands can tap into this trend by offering affordable, experience or subscription-based products.
As emerged as a cultural shift in Canada, redefining luxury as intentional, home-based experiences that prioritize mindfulness, authenticity, and personal joy over the hustle of Fear of Missing Out (FOMO). For marketers and businesses, JOMO represents a powerful opportunity to connect with consumers through digital-first, sustainable, and personalized offerings that cater to this growing lifestyle movement.
Let’s dive into why JOMO is such a big deal and how it’s making luxury feel so much more… us.
JOMO is that warm, fuzzy feeling you get when you choose to stay in, prioritize comfort, and soak up quality moments without the pressure to “be out there.” It kicked off during the pandemic, but it’s stuck around because it just works. A 2023 stat from Foodservice Canada showed 68% of us are ordering premium takeout or delivery every month—proof we’re all about treating ourselves without leaving the couch. The Joy of Missing Out (JOMO) has transformed staying home into the ultimate cool vibe, evolving beyond cozy meals into a lifestyle embracing fashion, beauty, wellness, and entertainment.
It’s about curating authentic, budget-friendly experiences—like thrifted “grandmacore” decor, dreamy “cottagecore” aesthetics with DIY videos on homemade bread, mocktails and floral tablecloths, —that reflect personal style and cultural trends. JOMO prioritizes mindfulness and creativity, turning your home into a canvas for self-expression with post-worthy moments. This rebellion against FOMO’s hustle celebrates intentional living, making staying in not just affordable but a trendy, authentic way to connect with global aesthetics and personal joy.
Canadian and global brands are jumping on the JOMO train, offering products and services that feel like a splurge but won’t break the bank. Here’s a peek at what’s out there:
These brands are all about making luxury feel effortless, using slick delivery platforms like Uber Eats or smart subscription models to bring the good stuff straight to you.
For marketers, JOMO is a goldmine for engaging Millennials and Gen Z, who drive the luxury market and value authenticity, sustainability, and convenience. Brands can tap into this trend by offering affordable, subscription-based products.
To tap into the JOMO trend, businesses can adopt the following strategies:
The food delivery market, worth a whopping $18.99 billion in 2024, shows just how much we crave convenience and quality. And with the luxury market set to grow online in 2025, brands are leaning hard into digital platforms to deliver seamless, personalized experiences that hit all the right JOMO notes.
JOMO is a transformative movement that empowers consumers to redefin
luxury on their terms, making it accessible, sustainable, and deeply personal. For businesses, it’s a call to innovate—prioritizing digital-first strategies, immersive technologies, and authentic storytelling to meet consumers where they are: at home. We see JOMO as a long-term trend that will continue shaping Canada’s lifestyle and luxury markets, offering brands a chance to build meaningful connections through products and campaigns that celebrate simplicity, community, and joy. By embracing JOMO, marketers can turn the act of staying in into a vibrant, culturally resonant experience that drives loyalty and growth.
This trend has redefined luxury in Canada, transforming staying home into a vibrant, authentic lifestyle that spans food, fashion, wellness, and entertainment. High quality at home experiences, are now just a doorstep away— and tailored to your consumer.
As digital-first strategies, AI-driven personalization, and eco-conscious practices shape the future, make JOMO work for your brand by creating accessible, home-based experiences that attract new audiences while staying true to your mission. Use digital-first campaigns and AI-driven personalization to deliver tailored luxury experiences. Help your customers celebrate the art of curating meaningful moments at home by providing rich experiences that embrace simplicity, community, and their own space.
Embrace sustainable practices to align with JOMO’s intentional ethos, appealing to eco-conscious consumers. Offer affordable, community-focused solutions—such as subscriptions and virtual events—to transform staying in into a culturally rich experience, expanding your reach in 2025.
Time & Space is a marketing agency located in Canada, with a global perspective, but we don’t spend a lot of time thinking about labels. We prefer to spend our time creating and implementing innovative marketing and advertising solutions. We would love the opportunity to create some for you.
Toronto – 320 Front St W Suite 1600, M5V 3B6
Halifax – 2570 Agricola St, B3K 4C6
Email: info@timespacemedia.com
Phone: 902-429-8463
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