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'Maybe you'll realise what you have is good enough': Why influencers are facing a pushback

Rejecting the "haul" culture of excessive shopping and promoting conscious consuming, the de-influencer movement is going mainstream – here's why.

The de-influencers share key messages, such as 'fast fashion won't make you stylish' and 'underconsumption is normal consumption'Wiebe is part of a movement – growing since 2023 – that rejects traditional influencer culture, one that has exploded on TikTok, with the hashtag #deinfluencing racking up more than a billion views. "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," she explains, describing the videos where creators showcase their Stanley Cups fitted with needless accessories. Put the phone down, use what you already have to create fun looks – maybe you'll realise what you have is good enough – Christina MychaskiwMychaskiw doesn't want people to make the same mistake she did, initially going cold-turkey on consumption, and living a minimalist life – which, she says, made her miserable.

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