Deinfluencing: The trend of encouraging people to think twice before purchasing influencer-recommended products.
The deinfluencing trend has single handedly made Tik Tok worth it for me.
I think if you look at most trends you can see how they form as an antidote to their predecessor. The sharp angles and geometric stylings of Art Deco replaced the curvature of Art Noveau. Earth tones that dominated the 1970s gave way to the neons and pastels of the 1980s; round and round it goes.
We get so sick of things that only the polar opposite will help.
We have had over a decade of Instagram and by now we are as well versed in influencer marketing as we are in the viral products they push. At this point if something is a “thing you never knew you needed” I pretty much know I don’t need it. How many people need mini humidifiers FOR THEIR CARS? Sorry Buzzfeed, that is going to be a big fat no from me. I am so happy that other people are tired of trying to literally keep up with the Kardashians in this more-is-more hellscape.
Influencer Marketing
I am not too bothered by the idea of influencer marketing as a whole.
Can it be problematic? Sure. Skinny tea was a pretty bad fad, but then again traditional marketing agencies used to promote cigarettes.
Young women – because it is primarily young women – found a way to use their natural communication skills and creativity to carve out successful marketing businesses on social media.
People love to mock influencers, the same way people love to mock teenaged girls and their interests. I’m not about to do that. If a 20 year old wants to by-pass a four year degree and having to endear herself to the boys club making hiring decisions at a big marketing firm I am absolutely going to throw my support her way.
And by support, I mean moral support because I am a girl’s girl on a budget.
Deinfluencing
A personal vendetta against influencers does not fuel my love of the deinfluencing trend.
I’m not going to shoot the messenger when I have bigger fish to fry. We vote with our wallets. The day we stop buying plastic desk décor and fast furniture is the day these companies have to stop making them.
I want the decay of planned obsolescence and the return to quality. I want companies to create products that are sustainable. I want to know that children didn’t make my clothes. I don’t want to live in fear of checking my bank balance. I want other people to have better lives. Tik Tok influencers using their platforms to talk people out of buying padded headbands and overpriced hand sanitizer is awesome.
What kind of things don’t I need?
Probably most of it. Probably anything that someone on social media has told you that you need. Probably anything that you didn’t know existed before this point and suddenly are convinced will make your life better. Definitely anything that you can’t afford even if it is a good quality product.
Something that is a good quality product that you shouldn’t buy if you can’t afford it? The Stanley Quencher.
I honestly couldn’t be happier for Stanley. Every adult in my family owned a Stanley before the hashtag was trending. Most of these probably predate my existence. Solid product or not you do not need to get this tumbler in 11 colours. However, if this tumbler is going to cause you to wake up at 3am thinking about your credit card, you should probably just stick with whatever the last trendy water bottle you bought was. If somebody gives you the side eye because you have a Yeti or a Swell bottle, that is their problem.
Other things you don’t need? Most kitchen gadgets. Every trending lip oil. Multiple colours of the same item. Every item @michelleskidelsky mentions in her deinfluencing Tik Tok series. I suggest you watch it.
The Lipstick Effect
Did you know lipstick sales increase during a recession?
In economic downturns the sales of small luxuries will actually increase. This was first coined by the Chairman of Estee Lauder, a company that I coincidentally used to work for. Lipstick is literally used as predictor of economics to come. If you can’t afford the big things you might turn to small luxuries.
It’s not bad to treat yourself, I just think we are moving too fast now. Ten years ago you might have coveted one fancy lip gloss. Now, you are influenced to buy one in every shade. Plus, lip oils from several different brands. The status of owning a Dior Addict Lip Oil is just as important as product’s actual performance.
Being “that girl” is pricy.
Slow Down
I hope deinfluencing becomes as timeless as the Chanel Classic Flap (that you do not need). Empowering people to buy less shit they don’t need is the best trend I’ve ever seen. You are not one product away from happiness.
If you disagree, it’s probably because you’ve already forgotten about the last time you dropped cash for a short lived dopamine hit. Marketing is successful they are making you think about how much better your life is going to be after you buy something. Marketing is really successful if they are making you do this over and over. I used to ask myself “do I really need this” but the voice in my head that explained to me why I needed something was really, really convincing. Now I ask myself “what will my life look like without this?”. What is the worst thing that is going to happen if you don’t buy something?
If you don’t buy groceries your life is going to be pretty short. This is true of the gas that fuels your car to drive you to the job that pays for your groceries. You don’t really need to convince yourself that you need groceries or gas to make your life better. The worst case scenario of not gassing up your car is being stuck on the side of the road, missing work, and losing your job.
The Worst Case Scenario
What is the worst case scenario of not buying a second Stanley Quencher? Well, the worst case scenario is that you can’t match your Stanley to your outfit. I’m really not trying to come at you Stanley, but come on.
What is the worst case scenario if you don’t buy a new dress for a friend’s wedding? Maybe the worst case scenario is that you wear a dress you already own and have a great night. Maybe the worst case scenario is that you literally don’t have anything to wear and so it’s time to go dress shopping.
What is the worst case scenario of not buying another lipgloss? Not buying a gadget to chop your vegetables? Not buying a miniature vacuum to store in your car? Not buying acrylic containers to store blueberries in?
Will I ever make another impulse purchase? Of course. But in the meantime I will practice going without by just imagining my future without.
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