According to Wikipedia Fear of Missing Out (or FOMO) is “a pervasive apprehension that others might be having rewarding experiences from which one is absent". Now that may sound to some as a somewhat trivial concern. One that encapsulates the concept of “first world problems” and “Generation Me”. Yet for many, it is a genuine concern. “Fear of missing out” is a not too distant cousin of “fear of being excluded”. Something that is a common part of bullying culture. FOMO plays to human insecurities and we live in times where people feel increasingly vulnerable. If you want further evidence of the veracity of FOMO, consider how it is something that marketing departments now actively seek to play upon and uses for leverage. A recent leaked document for the Entertainment Software Association (ESA) outlined how they wish to streamline and revitalise the ailing E3 trade show. One suggestion is to make "exclusive/appointment only activations for select attendees who will create buzz and FOMO”.