The Rise of the De-Influencer Movement: Why Consumers Are Pushing Back Against Excessive Shopping

In a time when influencer culture has thrived, promoting everything from skincare to fast fashion, a new movement is gaining traction: de-influencing. This trend rejects the typical "haul culture" of excessive shopping, encouraging consumers to make more mindful and intentional purchases. While influencers have long shaped consumer behavior through sponsored content and "hauls," the de-influencer movement advocates for a more sustainable approach to consumption, one that challenges the notion that more is always better.

The Beginnings of De-Influencing

In 2019, Diana Wiebe, a social media user from Ohio, found herself influenced to purchase various products promoted by influencers on TikTok, including heatless curling rods. However, she quickly realized that many of the products she bought, such as skin creams and facial scrubs, were unnecessary. The curling rods, for example, disrupted her sleep and didn’t live up to the promise of creating beautiful curls.

Fast forward to 2025, and Wiebe is now an influencer herself, but with a twist. She uses her platform to "de-influence" her followers by encouraging them to avoid unnecessary purchases and to think critically before buying. With over 200,000 followers on TikTok, Wiebe shares messages that challenge the status quo, urging her followers to stop buying products they don’t need and to slow down when it comes to consumption.

The Power of Social Media in Changing Consumer Habits

The rise of the de-influencer movement is closely tied to the increasing awareness of the impact of influencer culture, particularly on platforms like TikTok. As hashtags like #deinfluencing, #underconsumptioncore, and #consciousconsumerism gain popularity, more and more users are questioning the value of the products being marketed to them.

Wiebe and other de-influencers argue that much of what we see on social media, especially the "haul" content on platforms like TikTok, is designed to incite buying behavior. These influencers often promote products as if they were recommendations from a friend, blurring the line between genuine advice and paid advertisements. As Wiebe points out, the reality is that much of the content we consume is advertising in disguise, making it harder for consumers to distinguish between what they want and what they’ve been told they should want.

A More Mindful Approach to Shopping

Christina Mychaskiw, another prominent de-influencer, shares her own experience of how easy it is to fall into the trap of impulsive buying. In 2019, Mychaskiw was $120,000 CAD in debt from student loans but still found herself buying new items every week. One purchase—a pair of boots that cost more than her rent—served as a wake-up call, prompting her to rethink her spending habits.

Now, Mychaskiw encourages her followers to shop intentionally and live fulfilling lives without breaking the bank. She advocates for a "slow down and think" approach, reminding people to "shop their wardrobe" before purchasing new items. She stresses that it’s okay to treat yourself occasionally, but it’s crucial to pause and reflect before making a purchase, rather than succumbing to the rush to buy the latest trendy item.

The Impact on Fast Fashion and Personal Style

The growing awareness of overconsumption has led many, including fashion experts like stylist Lucinda Graham, to challenge the fast fashion industry. Graham explains that constantly buying new clothes not only harms your finances and the environment but also hampers the development of a personal style. She compares fast fashion to cooking a quick meal versus one that has been slow-cooked with care and attention to detail.

Graham encourages her clients to be patient with their wardrobes, allowing clothes to "age" and develop character over time. This approach, she believes, fosters a deeper connection with your clothing and encourages more thoughtful purchasing. Instead of constantly chasing trends, Graham advocates for building a wardrobe that truly reflects individual style, rather than trying to emulate someone else's lifestyle through impulse buys.

The Future of De-Influencing and Changing Consumer Culture

While it’s still too early to tell how much of an impact the de-influencing movement will have on brands, there are signs that consumer habits are shifting. Companies like Asos, Boohoo, and Pretty Little Thing have reported struggling with falling demand in recent years, as consumers become more discerning about where they spend their money.

However, Aja Barber, author of Consumed: On Colonialism, Climate Change, Consumerism, and the Need for Collective Change, believes that the conversation about overconsumption needs to go beyond social media. While the de-influencer movement is important, Barber emphasizes that real change will only happen when consumers, influencers, and corporations all take responsibility for their roles in the cycle of overconsumption.

As we enter 2025, it’s clear that the de-influencing movement is part of a broader shift toward more sustainable and mindful consumerism. By rejecting the pressure to constantly buy and consume, these influencers are encouraging us to reconsider our relationship with the things we own—and perhaps realize that what we already have is good enough.