Before seeing this CNN article, “Forget the influencers. Here come the ‘deinfluencers’” (June 11, 2023), I was unfamiliar with “deinfluencers.” Apparently this is a growing trend. Interesting implications for marketing for a better world, as it might be argued that less consumption is better for our planet (if not our economy.
This article, and another I found with some follow-on research describe the rise of the “deinfluencing” trend on TikTok and Instagram. Users are sharing videos about decluttering, reducing consumption, and rejecting materialism. These articles discuss how this trend is inspiring individuals to reassess their relationship with consumerism and prioritize experiences over possessions. The article highlights how the deinfluencing trend on has gained traction, resonating with younger generations who are increasingly concerned about sustainability and the negative impact of excessive consumption on the environment.
The following class discussion questions which might be done in assigned for discussion board posts, in-class small groups, paired partners, or simply a full class discussion.
- How are deinfluencers challenging the culture of consumerism perpetuated by traditional influencers?
Instruct students to consider the strategies used by deinfluencers, such as advocating for mindful consumption, promoting experiences over possessions, and encouraging sustainable alternatives. Afterward, facilitate a class discussion to share and compare their findings.
Deinfluencers challenge the culture of consumerism perpetuated by traditional influencers by: Encouraging mindful consumption, where individuals question their purchasing habits and focus on sustainable alternatives. Promoting experiences over material possessions, emphasizing the value of personal growth, relationships, and meaningful connections. Advocating for minimalistic lifestyles and decluttering, highlighting the benefits of living with less and reducing waste.
- What are the potential societal impacts of the deinfluencing trend?
Instructions: Instruct students to explore the potential societal impacts of the deinfluencing trend. Ask them to discuss how this movement can shape consumer behavior, influence values, and contribute to a more sustainable and balanced approach to consumerism. Encourage them to provide examples from the articles and their own insights.
Potential societal impacts of the deinfluencing trend include: Shifting consumer behavior towards more conscious choices and reducing impulse buying. Fostering a culture that values sustainability, environmental responsibility, and social impact. Challenging traditional notions of success tied to material wealth and promoting alternative measures of happiness and fulfillment. A decline in economic output and growth that could lead to a recession.