The influencer economy has become a standard part of modern life. Seeing online creators you follow market products and brands is par for the course, and even expected. Recently, however, some have pushed back against the idea, and instead promoted the concept of ‘de-influencing.’ This has sparked an extensive conversation about the nature of this economy and its future. Some laud the effort, while others view it as fundamentally impossible. Here is de-influencing explained, with everything you need to know about what it actually means.
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What Is De-Influencing?
Influencing is a process where online creators promote a product or a company to their audience. The parasocial relationship between the creator and the audience makes the audience more likely to buy the item than if it were promoted by someone else.
De-influencing is the attempt to deconstruct this process. Instead of promoting a product for a brand, a ‘de-influencer’ will give their honest opinion on a popular product. This means they may tell their audience not to buy a particular item. The idea is to build a sense of trust that the creator is giving their true thoughts.
Could De-Influencing Help the Environment?
Tied to this idea is the rejection of ‘must-have’ items. De-influencing posits that audiences should not overconsume or hop on trend bandwagons. The idea is to replace the practice of buying many items because they are popular with a practice of buying fewer items that are suited to the person’s individual tastes and higher quality. In theory, a trend of consuming less could lead to a reduction in the amount of waste entering landfills.
Are De-Influencers actually Re-Influencers?
However, the de-influencing trend may not be quite that simple. Many videos in this category disparage popular or trendy items, only to provide a list of alternative items to buy. Thus, de-influencing doesn’t necessarily imply a reduction in consumption, only a redirection. As a result, it can be considered a type of greenwashing — repackaged consumerism claiming to be environmentally friendly.
Even so, the de-influencing trend can remind us to keep aware of when we’re being influenced. If nothing else, we can all benefit from putting more thought into our purchases, and resist the temptation to buy what we don’t actually want or need.
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