How FOMO Influences Binge Drinking in Young Adults

The phenomenon of 'fear of missing out' (FOMO) significantly impacts young people's drinking behaviors, often leading to increased binge drinking. Historically, public health campaigns in England have attempted to reduce youth alcohol consumption by highlighting the negative consequences of intoxication—such as falling off scaffolding, vomiting, or looking disheveled—using fear-based messaging. Similarly, campaigns like Australia's Spread Campaign have focused on the health risks associated with drinking, like cancer, also employing fear tactics.

However, psychological research suggests these fear-driven strategies are largely ineffective at changing behavior. Studies have found that even when young people recognize potential regrets and plan to drink less, they often end up drinking the same amount. This disconnect occurs because young individuals prioritize the social benefits of drinking—creating shared memories, bonding, and socializing—over the negative aftereffects.

When discussing their experiences, many young adults downplay the severity of their actions while intoxicated, such as dancing naked or getting tattoos, because the social benefits outweigh the negatives. Furthermore, fear of social exclusion motivates them to attend events despite fears of regret, driven by the desire for social inclusion and shared experiences.

Research indicates that 'action regret'—regret over actions taken—may influence behavior more than 'inaction regret' or fear of future consequences. Memories formed during drinking moments, like shared experiences, often overshadow worries about hangovers, making social experiences a powerful motivator.

Recent studies involving young adults aged 18-30 highlight that FOMO directly correlates with increased planned drinking. Participants reporting higher levels of FOMO were more likely to plan and consume more alcohol, believing that drinking enhances the likelihood of memorable moments. Conversely, FOMO was not a predictor of increased drinking frequency, which is more strongly influenced by social factors like peer contact and social settings.

This body of evidence suggests that FOMO—a primarily psychological driver—affects not just the likelihood of drinking but how much young people drink. It helps explain why traditional fear-based health campaigns might fail; because young adults prioritize social connection and shared experiences over health warnings or regret avoidance.

Understanding FOMO's influence on drinking behavior underscores the importance of addressing social and psychological factors in designing more effective prevention strategies. Recognizing that social inclusion often outweighs fear of negative outcomes can guide campaigns toward healthier social norms and alternative ways to fulfill young people's needs for belonging and shared experiences.