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.

“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,” said Yuksel Ekinci, Professor of Marketing and Sales at the University of Portsmouth.

Obsessive brand passion, fueled 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 idealized 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.

“It’s crucial that brands acknowledge their role in shaping consumer behavior and adopt more ethical approaches that encourage healthy, harmonious passion rather than obsessive purchasing,” said Ekinci.

“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 behavior 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—emphasizing 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 favorite brands in a healthy, fulfilling way could not only improve their lives but also build stronger, long-term brand loyalty.

A new study exploring the effects of international student mobility has found that foreign-educated graduates reduce extreme poverty in low and middle-income countries. The paper, published in the International Journal of Educational Research, uses data spanning two decades.

Associate Professor of Comparative and International Education, Maia Chankseliani, and Postdoctoral Researcher, Joonghyun Kwak, of Oxford’s Department of Education conducted the research which shows a notable poverty alleviation in low- and middle-income countries thanks to international student mobility.

Professor Chankseliani said, “Our research shows that while the short-term effects of international student mobility on poverty reduction are not significant, its long-term impact—over a 15-year period—has a notable positive association with poverty alleviation in low- and middle-income countries. Returnees use the skills and knowledge they gain abroad to drive local innovations and contribute to societal changes, which can lead to systemic poverty reduction over time.

“International student mobility has tripled from two million students in 1997 to over six million by 2021. This surge reflects the growing recognition of the value of studying abroad for both individual advancement and societal development, with governments, universities, charities, and private firms offering scholarships for international study.

“However, in recent years, rising insularity and nationalist sentiments in some countries have posed challenges to mobility, with increasing barriers to cross-border education and collaboration. This makes studies like ours more critical than ever, as they demonstrate the long-term benefits of international education, not just for individuals, but for global development. Understanding these impacts can help inform policies that keep educational exchanges open and accessible, even in an increasingly inward-looking world.”

The research looks at how skills, knowledge, and connections gained abroad often lead to change after returnees have had time to apply them in their own contexts. They can introduce new practices and innovations in areas like governance, education, and economic development.

Maia continued, “Our findings underscore the crucial role international student mobility plays in long-term poverty reduction. We hope this paper will encourage policymakers to recognize the important role international education plays in development. This could lead to greater support for scholarships and initiatives that allow students from low- and middle-income countries to study abroad.”

Joonghyun said, “In low- and middle-income countries, domestic education systems may not always match the quality found in higher-income nations, particularly in producing and spreading knowledge and skills. In this context, those who study abroad bring back new knowledge, skills, and international connections, helping to fill crucial gaps and drive efforts to reduce poverty in their home countries.

“To broaden access for people in low- and middle-income countries, expanding scholarship opportunities is essential. Since self-funded study abroad is largely restricted to students from affluent backgrounds, increasing targeted scholarships can help provide more opportunities for those from low-income countries.”

The research, which has been taking place for the last 18 months, looked to identify trends in the relationship between outbound student mobility and poverty reduction through a cross-national analysis. To achieve this, it included all low- and middle-income countries with available data.

Joonghyun concluded, “I hope the findings of this study provide valuable policy insights for international higher education and sustainable development in low- and middle-income countries. Expanding study abroad opportunities is vital not only for individual success but also for tackling broader societal challenges like poverty. By increasing access to international education and enhancing local educational systems, we can make a significant contribution to the sustainable development of these countries.”