The Rise of the Deinfluencing Industry
One of the greatest blessings of modern life is the easy availability and accessibility of everyday necessities. Food, clothing, and other items are stocked in grocery stores and shopping malls just a short drive from home, and are also often available via delivery after clicking just a few buttons online.
Along with this quick and simple access to almost anything people could want or need comes the impulse to stock up on trendy or useful-looking products. However, a viral trend on social media, deinfluencing, encourages consumers to be more intentional about their purchases, according to GQ.
In contrast to influencers whose jobs are to endorse new products to their social media followers, many deinfluencers strive to create reviews about the value and impact of products.
The “Influencer” Industry
Online influencers are content creators with many followers who use a mixture of overt advertising or subtle product placement to sell products to their viewers. The online influencer economy is large and growing — forecasted to reach up to around half a trillion dollars by 2027.
The deinfluencing trend has emerged as a reaction to the widespread influencer ecosystem on social media. Deinfluencers are content creators that try to educate and inform their audience about whether those purchases are really worth it.
Embracing Minimalism Through Deinfluencing
Creators who promote the trend advocate for minimalism and intentional purchasing. One of the biggest goals of deinfluencing, which has attracted more than 580 million views on TikTok, is to promote sustainability and reduce waste, CNN reports.
In one illustrative example of the trend, content creator @michelleskidelsky shared with more than 170,000 followers in a video that, “If you’re going on a trip, if you’re going to a concert, you probably don’t need an entirely new wardrobe for either of those things. Make do with what you have, and live within your means.”
She adds that, “You definitely don’t need multiple new pairs of sunglasses. Listen, I know it’s really fun to have your sunglasses match your outfit and to use them as accessories and whatever. But how does your bank account feel about you constantly buying new sunglasses? Probably not great.”
Different Perspectives on the Trend
Critics of the deinfluencing trend argue that it is just another way for influencers to encourage viewers to buy other products.
However, others say it encourages intentional consumption. “As someone who’s always struggled in the influencer realm with the morals of influencing, I love to see us taking a turn in a different direction. While I don’t think influencing is all bad, I do like that we’re taking a step back to rethink how we consume not only products, but also content,” Mikayla Mains, a content creator, tells CNN.
The Connection to “Underconsumption Core”
Deinfluencing is linked to the recent underconsumption core trend. Underconsumption core means being thoughtful and intentional about new purchases and using items you already own, Yahoo Creators explains. It means not being so quick to replace just to keep up with the latest trends.
Underconsumption core offers consumers numerous benefits. It helps them save money on things they don’t need to buy. It can allow people to keep their spaces more organized. And, it is more environmentally sustainable.
Underconsumption, deinfluencing, and minimalism are part of a modern approach to consumerism that encourages people to question whether items can add value to their life and the impact they have. These trends help people live a simpler, more mindful, and more sustainable life by cutting back on buying things they don’t need.
