Deinfluencing is a new social media phenomenon where users attempt the opposite of influencer marketing, swaying audiences away from making a purchase that they don’t need. The goal is to prevent overconsumption and remind one another that we don’t need certain products to be valuable or worthy of belonging. TikTok’s #deinfluencing tag has over 65 million views, as creators gather to demystify the latest trends and redirect viewers to find products and recommendations for things they actually need. With a mantra of, “the most sustainable thing you can use is the thing you already own,” deinfluencing is helping us to be more sustainable.
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