In recent years, the global influencer marketing industry has burgeoned, reaching an estimated worth of $21.1 billion in 2023, more than doubling since 2019. However, a counter-movement known as de-influencing is gaining momentum in response to the overconsumption and environmental impact driven largely by fast fashion and social media. This movement is reshaping how consumers interact with influencers and their purchasing habits by encouraging more mindful consumption instead of abstaining entirely from buying new products.
De-influencing advocates argue that influencers, often perceived as relatable figures akin to friends or family, contribute to a culture of overconsumption by promoting a constant desire for new products. The movement seeks to shift this dynamic by encouraging consumers to be more deliberate with their purchases. Stylist Lucinda Graham advises individuals to "shop their wardrobe" before buying new clothes, emphasizing the financial, environmental, and stylistic benefits of reducing fast fashion consumption.
Globally, more than 100 billion items of clothing are produced each year, with over half ending up in landfills within 12 months. Unwanted garments are frequently exported to African and Asian countries, where up to 40% may be discarded rather than resold. This wasteful cycle highlights the urgent need for change. Influencers not only promote products but also create a sense of FOMO (fear of missing out) and pressure to buy, further fueling this cycle.
Christina Mychaskiw, a content creator who once faced significant debt due to unchecked spending habits, embodies the shift towards de-influencing. In 2019, Mychaskiw was $120,000 CAD in debt from student loans yet continued to make impulsive purchases weekly. Now, she champions a more mindful approach to spending and encourages others to do the same.
"Get off your phone. Scrolling and constantly consuming content makes you more likely to give in to subliminal messages," – Mychaskiw
"Put the phone down, touch grass, play with your wardrobe, and use what you already have to create fun looks. Maybe you'll realise what you have is good enough." – Mychaskiw
Diana Wiebe, another influencer advocating for change, suggests that society has reached "peak influencer." She notes that TikTok's sway is diminishing as platforms like Instagram gain traction for influencer marketing. Wiebe's observations align with the broader cultural tide turning against relentless consumption.
"People will do ridiculous things with, like, their water bottles, where they'll add a snack tray, and then they'll fill it with Taco Bell or something" – Wiebe
The de-influencer movement stresses that influencers and consumers alike must acknowledge their role in perpetuating harmful consumption patterns. As Barber notes:
"The goal is to sell as many products as possible. We need to get real about the damage that everyday individuals are doing through the idea that we can just consume and consume, and it has no negative impact. That's not true." – Barber
Lucinda Graham echoes this sentiment by advocating for authenticity in personal style over fast fashion trends.
"I have a jacket which I've owned for six years, and I love styling it," – Graham
"Fast fashion will never be authentic. If we look at indie sleaze for example, those classic looks come from people who genuinely live that lifestyle, not because they've bought ripped jeans online." – Graham
The average person owns around 60 items of clothing and buys five new items annually—a figure relatively unchanged over the past century. This statistic underscores the persistent nature of consumer habits despite changing fashion landscapes.