The global influencer marketing industry reached an estimated worth of $21.1 billion in 2023, more than doubling in size since 2019. As social media platforms like TikTok continue to shape consumer behavior, a new trend known as the “de-influencer movement” is gaining traction. This movement encourages a shift from mindless consumption to a more thoughtful approach to spending. Influencers, once seen as akin to friends or family, are now advocating for this change, urging their followers to value existing possessions and consider the environmental and financial impacts of their purchases.
The de-influencer movement is a reaction to the prevailing influence of social media on consumer habits. Unlike a "no-buy" lifestyle, this movement promotes mindfulness in consumption and appreciation for what one already owns. Stylist Lucinda Graham suggests individuals "shop their wardrobe" before considering new purchases, emphasizing the importance of personal style over constantly acquiring fast fashion.
"I have a jacket which I've owned for six years, and I love styling it," – Graham
Fast fashion's rapid turnover is financially burdensome and environmentally detrimental. The average person owns around 60 clothing items and purchases five new ones annually, a trend consistent for nearly a century. Yet, over 100 billion clothing items are produced globally each year, with more than half ending up in landfills within 12 months. This waste is often exported to African and Asian countries, where up to 40% may be discarded rather than resold, contributing to water pollution and health risks.
In response to these issues, influencers like Diana Wiebe advocate for a more mindful approach to consumption. They encourage followers to pause before purchasing and reflect on the necessity and impact of their choices.
"Some of the content from influencers is just rage-bait," – Wiebe
The movement extends beyond influencers, urging consumers to recognize the environmental and financial repercussions of their purchasing decisions. Aja Barber highlights the need for offline conversations about consumption to truly change spending habits.
"the goal is to sell as many products as possible. We need to get real about the damage that everyday individuals are doing through the idea that we can just consume and consume, and it has no negative impact. That's not true." – Barber
Christina Mychaskiw, a content creator who embraced a mindful spending approach following a period of debt, underscores the importance of disconnecting from digital influences.
"Get off your phone. Scrolling and constantly consuming content makes you more likely to give in to subliminal messages," – Mychaskiw
She encourages engaging with one's wardrobe creatively and appreciating existing outfits.
"Put the phone down, touch grass, play with your wardrobe, and use what you already have to create fun looks. Maybe you'll realise what you have is good enough." – Mychaskiw
Lucinda Graham echoes this sentiment, suggesting that fashion should evolve naturally over time rather than through continuous new purchases.
"There's something nice about watching clothes change. Right now, used carpenter jackets and distressed Carhartt pants are in fashion, but instead of buying them from a vintage shop, why not get a pair and let them age overtime" – Graham
The de-influencer movement is not about deprivation but finding equilibrium between consumption and sustainability. This cultural shift is significant as people become more conscious of their consumption's impact on both their finances and the environment.
"Fast fashion will never be authentic. If we look at indie sleaze for example, those classic looks come from people who genuinely live that lifestyle, not because they've bought ripped jeans online." – Graham
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