Some influencers are now discouraging their followers from buying unnecessary products
Influencer marketing is one of the most popular strategies brands use to reach their target audiences and promote their products. For example, Fenty Beauty collaborated with influencers like Jackie Aina and Duckie Thot to showcase its inclusive range of foundation, and Gymshark teamed up with fitness influencers like Whitney Simmons and David Laid to foster a community of gym enthusiasts.
However, not everyone is buying into the influencer hype anymore — especially Gen Z.
Constantly bombarded with videos of influencers suggesting items they should buy, many young people are growing weary of influencer-driven consumerism and joining the « de-influencing » movement instead. Here’s how the trend is reshaping the younger generation’s shopping habits and why it matters.
The de-influencing movement is a social media trend where influencers are discouraging their followers from buying unnecessary products. Instead of telling their followers to buy this or buy that, de-influencers are urging people to think twice about whether they truly need those $118 Lululemon leggings. The movement essentially turns influencer marketing on its head by promoting authenticity and mindful spending over hyper-consumerism.
Take skincare, for example. Remember when every influencer was raving about 10-step routines and $200 serums? De-influencers are now calling that out and reminding their followers that having clear skin shouldn’t cost that much. A basic cleanser and moisturizer will do just fine for many people.
