As a wave of mindful consumerism sweeps across social media, the rising trend of de-influencing is challenging the pervasive culture of overconsumption and encouraging people to rethink their purchasing habits.
A week ago, I found myself wandering through Sephora at my local mall, with no real purpose other than killing time. As I browsed the aisles, trying to dodge enthusiastic sales reps, a product caught my eye: the Dae styling cream.
The pink packaging was instantly familiar, having dominated my TikTok’s “For You” page all week—racking up millions of views, with influencers and everyday s alike singing its praises. I was intrigued, curious to see how it would fare on my half-wavy, half-straight hair.
Naturally, I turned to TikTok for a quick search. Within seconds, I found hundreds of videos from influencers with different hair textures, lengths, and styles, all testing out the cream and, of course, influencing my decision to buy it.
Yet, amidst the hype, I couldn’t help but notice a growing counter-narrative online—one that questions the very necessity of such impulse purchases in the first place.
This is the essence of “de-influencing.” As the name suggests, de-influencing is a response to the incessant push to consume, which has long been the lifeblood of social media platforms. Instead of urging followers to buy the latest products, creators in the de-influencing space advocate for more mindful purchasing decisions.
Since the late 2000s, influencers have built careers on the tired back of haul videos—showcasing mountains of clothes, makeup, skincare and even the latest tech gadgets in one go. These videos, often magnets for likes and shares, have encouraged viewers to emulate their favourite content creators by purchasing the same products, regardless of need or practicality.
However, a new wave of creators is pushing back against this narrative. Instead of boasting about the latest trends they’ve bought into, they’re talking about the products they’re choosing not to buy. This practice, coined as “anti-hauls,” has become a popular countermovement.
In these videos, influencers share their reasons for opting out of certain purchases—whether due to environmental concerns, financial prudence, or simply a lack of interest. By doing so, they encourage their audiences to break free from the cycle of consumption and to think more carefully about their buying decisions.
The shift towards de-influencing and anti-hauls reflects a broader societal trend—a move from overconsumption to underconsumption. In recent years, there’s been a growing awareness of the environmental and financial impacts of overconsumption.
At the same time, a new form of social capital has emerged, one that values restraint and minimalism over excess. It’s no longer just about how much you can buy, but how little you can get away with purchasing. This shift has given rise to what some might call “underconsumption culture,” where people take pride in consuming less and, in some cases, even gloat about it online.
While this trend towards underconsumption may seem like a positive development, it’s not without its complexities.
For some, the emphasis on minimalism and restraint can become just another form of social competition, with individuals seeking to outdo each other in how little they can consume. In this way, underconsumption quickly becomes a form of conspicuous consumption, where the act of not buying becomes a status symbol in its own right.
This change in consumer behaviour is being driven largely by Gen Z, a generation that has grown up in a world of economic uncertainty and environmental crisis. For many young people today, the traditional markers of success—such as owning a home or a car—seem increasingly out of reach. In response, they’re redefining success on their own , often in ways that reject the materialism of previous generations.
By promoting mindful consumption and encouraging their peers to think critically about their purchasing habits, these Gen Z influencers are helping to shape a new consumer culture—one that prioritizes sustainability, financial responsibility, and individuality over mindless consumption.
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