Marketers Should Care About De-influencing, the TikTok Trend that Won’t Quit

As “eat the rich” storylines permeate culture (see: The White Lotus, The Glass Onion, The Menu and your Twitter timeline), Gen Z is mounting its own push against capitalism on TikTok.

In the simplest of terms, “De-influencing” is a term coined by young creators pushing against the culture of consumption the digital age has given rise to. Claiming to be more authentic than their influencer brethren, de-influencers don’t want to sell you stuff: instead, the movement comprises videos advising viewers not to buy overhyped products, sometimes they spotlight lower-price alternatives too.

So what should people not spend their money on? Well, according to the hashtag—which has amassed more than 257 million views—the Dyson Airwrap.