It’s about time that TikTok was called out as a segue for mass overconsumption. Ever since the COVID-19 pandemic, online shopping has seen a surge in popularity, with the app facilitating the constant purchasing of everything from tech gadgets to cosmetic products.  It is from this that “#deinfluencing” was born. 

Deinfluencing is precisely what it sounds like: encouraging users not to buy the products that influencers are promoting. Recognizing the mental strain that can accompany overconsumption, individuals are taking it upon themselves to call out products and brands that simply do not live up to their hype. In a society of glutinous capitalism, “deinfluencers” are receiving praise for their efforts in mitigating the pressures of keeping up with fads and microtrends. They work by reminding consumers to make intentional purchases and that sometimes, less is more. 

Aside from saving our wallets, the concept of “deinfluencing” also aims to educate the public about companies that exploit their workers and the environment or have been proven to be ethically problematic. For example, the viral Supergoop sunscreen has been called out for being overpriced, with more affordable options being available on the market. Additionally, Kim Kardashian’s controversial Skims line is being reprimanded for its unsustainable practices and refusal to own up to unethical labor practices. Many users also question the necessity of purchasing trendy Stanley Cups and Owala bottles if they already own a Hydro Flask or an insulated tumbler.

As with any social media trend, there is backlash that questions the credibility of “deinfluencing.” Many users are skeptical of whether or not influencing can ever truly wane in a market built upon which pays to influence through sponsorships and royalties. Additionally, some users have castigated the “deinfluencing” content, telling users to “buy this, not that,” criticizing that this is counterproductive to the sole purpose. While the true intent of this trend is to curb excessive spending habits, any strides to minimize glutinous spending should be embraced.

Ultimately, the rise of deinfluencing on platforms like TikTok signifies a growing awareness and criticism of social media-fueled overconsumption. It advocates for more mindful and intentional purchasing decisions, pushing back against the incessant pressure to keep up with fleeting trends. By challenging the influence of social media on consumer behavior, “deinfluencers” are not only helping individuals save money but are also fostering a more sustainable and ethical approach to shopping. While there may be skepticism and backlash towards “deinfluencing”, its underlying message of conscious consumption and ethical awareness is a step towards a more responsible consumer society. As we navigate the ever-evolving landscape of social media influence, embracing the principles of “deinfluencing” could lead to a more balanced and thoughtful approach toward how we spend our hard-earned dollars.

Written by Hannah Toy, Photography: Kenley Becker, Social Media: Liane Nguyen