By Iolee Anagnostopoulou

In a world where microtrends and hyper-consumerism dominate, it can be hard to resist the lure of constant buying. Whether it’s a TikTok influencer raving about a must-have gadget or an Instagram ad promising to revolutionise your life, many of us have found ourselves filling online baskets with things we don’t really need.

Enter deinfluencing—a movement challenging the very fabric of this culture.

Over the past year, the hashtag #Deinfluencing has amassed over a billion views on TikTok, marking a shift in how we approach social media-fuelled consumerism. This user-driven trend sees creators actively discouraging their followers from buying overhyped products, offering an antidote to the relentless “swipe up and buy now” mentality. 

But is deinfluencing truly the answer to excessive shopping, or is it just another canny form of marketing? Let’s explore.

Behind The Buzz

At its core, it is a social media phenomenon aimed at reducing unnecessary consumerism. Instead of pushing products, deinfluencers shed light on what not to buy, calling out items that are overpriced, poorly made, unsustainable, or simply unnecessary. It’s a counter-narrative to traditional influencer culture, which often prioritises profit over authenticity.

However, not all deinfluencers are anti-shopping or lack a brand endorsement deal. While some suggest alternative products—such as eco-friendly or second-hand options—the movement’s true essence lies in encouraging people to buy less.

Ultimately, it’s all about challenging the social conditioning that equates our worth with our purchasing power.

Why Is Deinfluencing Gaining Traction?

This trend’s rise isn’t happening in isolation. Several factors are fueling it and challenging our spending:

  1. Transparency Matters: With growing scepticism about paid promotions, consumers are demanding honesty. Deinfluencers stand out by offering candid, often brutally honest opinions.
  2. Consumer Guilt: Against the backdrop of climate change, rising costs of living, and global unrest, people are reassessing their shopping habits. Buying another trendy gadget can feel tone-deaf or even unethical in the current landscape.
  3. Economic Reality Checks: Financial pressures are causing many to rethink their spending priorities and be more mindful about money.

How To Deinfluence Yourself

Embracing it isn’t just about what you watch online—it’s about transforming your mindset. Here are some practical steps to start deinfluencing your habits:

1. Reflect on the Costs of Consumerism

Constant shopping doesn’t just drain your bank account—it can also take a toll on your mental health.

  • Financial Consequences: Impulse buys add up fast, leaving you with regret and worry when bills, credit card debt, and depleted savings pile in.
  • Guilt: Realising you’ve spent money on things you don’t use or need can lead to feelings of guilt, wastefulness, and self-reproach, contributing to a diminished sense of control. 
  • Stress: The pressure to keep up with others, particularly on social media, can drive overconsumption. This comparison-based shopping can lead to stress about self-image, status, and financial insecurity.

2. Reduce Your Social Media Use

Social platforms are designed to keep you scrolling and consuming. If going cold turkey on apps feels too drastic, start small:

  • Unfollow influencers who encourage excessive spending.
  • Follow creators focused on DIY, sustainability, and second-hand shopping.
  • Limit your screen time and spend more energy on offline hobbies or self-improvement. 

3. Track and Limit Your Spending

Awareness is the first step to control.

  • Start a spreadsheet to monitor your monthly expenses and compare them over time to spot patterns.
  • Set a strict budget for non-essential purchases and stick to it. Seeing the money you save can be a powerful motivator.

4. Identify Emotional Triggers

Shopping therapy might feel good in the moment, but it’s a temporary fix for deeper issues.

Ask yourself:

  • What need am I trying to meet with this purchase?
  • Are there healthier ways to address this, like exercising, journaling, or talking to someone?
  • Is that shopaholic friend a good influence at the moment, or could I benefit more from being around people with healthy spending habits?

5. Align Your Spending With Your Values

Focus on long-term goals that resonate with your vision of self-improvement. Whether saving for a course, investing in experiences, or supporting ethical brands, these decisions will feel more fulfilling than chasing fleeting trends.

Deinfluencing isn’t just about avoiding bad purchases—it’s about reclaiming your power as a mindful consumer and taking control of your life. If you didn’t need it before, you probably don’t need it now. By cutting through the noise of trendy products, you can refocus on what truly adds value to your life.

Start small: unfollow accounts that tempt you into overspending, prioritise quality over quantity, and let go of the fear of missing out on every “must-have” item. In doing so, you’ll find that self-discipline and intentional living are far more rewarding than any dopamine hit from an online order. Highlight what truly matters and watch the clutter, stress, and regret melt away.