I’m Kirsten, a law student who loves writing, making spreadsheets and consuming an unhealthy amount of caffeine.
I love writing about student issues and current events.
In the last few months, the deinfluencing trend has taken tiktok by storm. Endless creators could be found saying… Unfortunately, this trend which started out as a way to combat overconsumption and capitalism soon turned into another way for influencers to sell products. What started as “You don’t need to buy this” soon became “Don’t buy this… Buy this other thing instead!”
So, what is deinfluencing? Deinfluencing is a trend that started on tiktok as a way of encouraging viewers to spend less money and stop buying trendy products that they really do not need. Anyone who was raised in the online landscape is likely very used to being constantly advertised to and bombarded with a constant rolodex of new and trendy things that they supposedly need to purchase. You may already own more cosmetics than you could ever use, but you need that new Conspiracy palette. And sure, you already own enough lipsticks, but do you own one in the shade of Rum Raisin? Tiktok says that you should. While you are at it, you may as well buy that merchandise from your favourite creator (even though it is incredibly overpriced and poorly made). And do not forget about that new water bottle! If you are not drinking your water out of a Stanley Cup you may as well not be drinking at all.
It is because of this pattern of constantly feeling the need to keep buying new products that this influencing trend felt like such a breath of fresh air to so many people. It essentially begged people to ask themselves one question: “do you need this?” This trend encouraged people to finish what they already own before buying new items, think about whether they could afford certain purchases, and consider if they would genuinely use that new product.
PDBY spoke to Cameron Rodrigues, the chairperson of the Socialist Youth Movement UP. When asked about overconsumption, they states that it is “a concept that has existed for a while, especially within fashion due to the fact that fast companies such as shein and H&M are constantly creating new trends within the market and catering to those trends. When people over consume its due to companies constantly pushing new trends so we don’t necessarily feel as if we can keep up with them. Along with over consumption comes the exploitation of working class people in clothing production, especially in the developing world because of transnational corporations and landfills. It is a really good thing to encourage responsible consumption of goods and be more conscious of what you purchase. Along with this must also come the recognition of the fact that a lot of poor and working class people rely on cheap clothing brands and thrifting, which now has been co-opted by rich and middle class people spending exorbitant amounts of money on shein hauls when they could actually afford to buy sustainably.”
Another problem with this perpetual pushing of products is that many people do not view these products through the lens of necessity. For many people, it feels like new products represent much more than what meets the eye. If that influencer who seemingly has their life together owns an iPad, then surely buying a new ipad will mean that you will also get your life together. That person on tiktok who owns an entire collection of Selke dresses looks happy. So, if you buy that too then you will surely be just as happy, right? Unfortunately, those who fall down this trap of trying to buy a new life, or feeling, are often left disappointed. Trendy products may give you a temporary boost in serotonin, but it cannot solve any feelings of inferiority or mental health struggles. Ultimately, you will only be left with a feeling of disillusionment and debt.