De-Influencing as a Means of Preventing Overconsumption

De-influencing is an emerging trend that appeared in 2023 on the TikTok platform as a reaction to overconsumption. De-influencers are content creators who, through their videos, seek to discourage consumers from purchasing products or services widely promoted by major brands. They position themselves in opposition to traditional social media influencers, who are oriented toward paid brand promotion and driven by the commercial logic of the influencer marketing. Through their content, de-influencers advocate for the mindful use of the planet’s resources and for the consumption of goods and services in a way that meets present needs without compromising the ability of future generations to meet their own. Thus, the de-influencing movement has been grounded in the growing awareness of the multiple dangers posed by excessive consumption of goods, products, and services—overconsumption having negative effects on natural resources, which are diminishing exponentially and ultimately generating major imbalances in both the environment and society.