Influencers: the power players of the digital age
Social media has infiltrated every aspect of our lives now. Whether that’s finding a recipe, watching a crochet video, or getting your news, social media has become the way that we interact in the digital world – we even use it to buy the latest products.
Without even fully realising it, this medium of communication is shaping our interests, desires and beliefs, depending on the content we are shown. The people at the forefront of this are influencers.
Influencers are consistently trying to sell you a product, a lifestyle, a vibe, or a “core”. It becomes harder and harder to cut through the noise and connect with followers in an authentic way. Whether you like them or not, influencers are influencing all of our buying habits.
PR and influencers exist to drive sales and shape trends, but they can do so much more than that. Using their power for good, influencers can become activists, educate audiences, and drive positive change.
De-influencing and thoughtful consumption
The latest trend that has caught my attention is one I can finally get behind: De-influencing.
Although still a relatively unexplored area, this trend is all about decreasing your carbon footprint, breaking away from the culture of consumerism, prioritising slow fashion, and emphasising honesty and transparency.
De-influencers are helping us not buy stuff: they point out brands who are unethical, products that don’t do what they’re supposed to, cheaper alternatives that do the same job, or even prompting us to think more about sustainability. They often promote intentional spending, decluttering, minimalist lifestyles, and teach us how to trick our rat brains into stopping impulse buying.
Fashion de-influencers have been at the forefront of this trend, encouraging consumers to move away from fast fashion and promote more sustainable wardrobes that are higher quality, good for our bank balance, and better for the environment too. Brands like Vinted and ByRotation – alongside eBay’s Pre-Owned ranges are changing the space for the better.
This evolution in behaviour is interesting to note – it seems that the new consumer, especially Gen Z, value discernment and thoughtful consumption more than ever before.
The challenges of being mindful in the online space
Of course, advocating for less consumption on platforms such as TikTok, Snapchat or Instagram that have been created for consumption is paradoxical… but so is social media.
Although we are well aware of the negative effects of those online spaces, ruining our attention spans, eating up our time, leaving us struggling to connect offline – and how they subconsciously influence us, we continue to allow it into our lives, but perhaps in a more self-hating and guilt-fuelled way.
Although we all know the benefits of a digital detox, we find it harder and harder to tear ourselves away. Gen Z are leading the way on this front as well, seeking to limit their use of social media and turning to digital minimalism instead.
Re-defining our relationships with brands and materialism
I believe we are coming into a post-consumerist culture, challenging the life ideals that big corporations are trying to sell and instead turning inwards to understand our own desires and ways of living. Consumers are looking for authenticity and transparency, with more and more Gen Z ignoring influencer campaigns and inauthentic brand partnerships.
De-influencing is incredibly relevant in today’s cost of living crisis. With less disposable income and more economic uncertainty, people have to be extra careful about what they spend their money on. If an influencer is pushing hundreds of expensive products, it seems tone deaf.
De-influencing reveals that today’s social media landscape is lacking authenticity. Consumers, especially Gen Z, are realising that online spaces are fuelled by materialism and consumerism, where companies increasingly try to sell us products in covert ways. Breaking away from materialism and the impulse to buy can be tricky, which is why the de-influencing trend is so interesting.
Influencers can become selective with brand partnerships, review products honestly, and advocate for sustainability – Natalie O’Neill is just one of the latest skincare influencers who is dipping her toe into de-influencing. She encourages her followers to stay away from viral products and de-mystifies popular skincare myths. Although she still endorses popular skincare brands, she does so authentically and intentionally.
2025 will be the year of broader conversations around digital responsibility, financial awareness, and sustainability. The best influencers in 2025 may not be those who push endless products, but those who resonate with audiences and help them make thoughtful choices.
