In the social media sphere, more is always more. More clothing consumption, more beauty buys, more fitness fads. The cycle never ceases - gift-wrapped capitalism at its finest.
Considering that concern for sustainability continues to deepen, such examples of overconsumption increasingly seem out of place. Cue de-influencing, an anti-consumption, minimalistic movement that discourages audiences from buying certain products, services, or brands. Unlike traditional influencing, which aims to persuade people to make purchases that they don’t necessarily need, de-influencing champions more thoughtful and intentional consumer behaviour.
De-influencing has three key pillars: anti-consumerism, which promotes financial stability and more sustainable choices; product honesty, which analyses hyped products and helps people avoid falling for trends and dubious marketing tactics; and finally, sustainability, which raises concerns about environmental impact and the ethics of mass consumerism.
© @haileybieberIn essence, de-influencers prompt social media users to rethink their consumer habits. As former Highsnobiety style editor Alex Leach posits in his book The World Is On Fire But We’re Still Buying Shoes: “So long as what’s in and what’s out is chosen for us, we’ll always be buying more than we need.” The earth is burning to a crisp we are still buying PVC? Make it make sense.
In addition to convincing consumers that they actually don’t need that new lip gloss or latest It-sneaker, de-influencers make us question the entire system that tells us our happiness is one more same-day delivery away.
It's the antithesis of the ‘TikTok Made Me Buy It’ era. In fact, TikTok is the primary platform used by de-influencers to criticise various consumer habits, from unethical brands to cakey foundations. So far, the hashtag #deinfluencing, has yielded over a billion views on TikTok.
The trend was partly catalysed by content creator @sadgrlswag, who coined the term ‘de-influence’ back in January 2023. The TikTokker dissuaded followers from falling prey to UGG minis, Dyson Air Wraps and Stanley Cups. The concept flew under the radar for some time, fully rearing its head a year later following the peak of ‘under consumptioncore.’
And the movement is set to gain momentum in 2026. According to Pinterest, 'Poetcore,' an ode to earthy intelligence and low-key style, is going to be hot stuff this year. Think scruffy turtlenecks, Dad's old wool coat, leather-bound notebooks, makeup-free looks and fountain pens that serve up Sylvia Plath à la mode. Over on Substack, the phrase 'normies' was born, rejecting the celebrity-inspired polished idea in favour of being normal. Gen Z is craving connection and authenticity, hence the newsletter boom and gradual rejection of an increasingly online world.
Some corners of TikTok are also increasingly tiring of the perfect 'clean-girl' aesthetic, with many micro-influencers tapping into the trend to help their communities feel better about themselves, their lifestyles and their belongings. A clear divide is cutting through the platform, splitting it into two opposing camps: shop and stop.
Lee Thompson, CEO at fulfilmentcrowd, says: “[De-influencing] is all about celebrating the repurposed and prolonged life of everyday items in our homes - a direct response to hyper-consumerism. Key shifts in consumer behaviour are being driven by ethical concerns about sustainability and concepts like circular fashion (which promotes reuse, recycling and resale of garments) is gaining traction.”
Thompson adds: “What might seem totally normal to you - like using the same crockery set for years, darning holes in socks or wearing those boxers until they’re threadbare - has recently become a hit on TikTok and Instagram. Creators are increasingly fed up with the constant push to over-consume, whether it’s rushing to buy the latest Stanley Cup or revamping wardrobes every season.”
While an indulgent beauty or fashion buy is always a treat, the most sustainable things we own are already in our wardrobes. So, before you drop your hard-earned cash on another micro-trend, or that third bottle of overpriced skincare promising ‘glow from within,' it might be worth asking yourself - do I really need this? It’s then up to you as to which party, influencer or de-influencer, has the final say.
