For many online shoppers, there is almost always something sitting in their cart or wishlist they want to buy.
It could be a trending skin care product, a limited-edition shoe or a gadget that promises to solve a very specific problem. The temptation to spend can be strong.
Consumerism remains a dominant force in society, fueling economic growth and shaping cultural values around material success. Buying things has become a key part of modern culture, often seen as a way to express identity, status and belonging.
But a new TikTok trend encourages users to pause and think before they buy.
The “De-influence my wishlist” trend urges viewers to give honest reviews of items in the comment section instead of promoting products in hauls or review videos. The trend reflects a shift from traditional influencer culture, where videos now highlight what is and isn’t worth purchasing.
The wave of honest feedback taps into a growing sentiment of frustration with the endless barrage of sponsored content and overhyped products flooding social media.
One video by TikTok user “arabellatouchstone” discusses a wishlist of potential purchases, including pants, bedding, perfume and a cooking class. With nearly 17,000 likes, the video’s comment section is filled with mixed reviews considering aesthetic, brand reputation, utility and personal preference.
60% of Gen Zers have made impulsive purchases from social media, the second highest of any generation.
The crowdsourcing approach to shopping advice has struck a chord with many viewers. Over 80,000 videos were tagged under “#deinfluencing” as of xx date.
Benjamin Johnson, an associate professor of advertising at the University of Florida, said the economy largely depends on constant — even excessive — consumption. As climate and environmental crises grow, people are realizing they need to be mindful about what and how they consume.
“‘De-influence me’ would be one of many conversations that have evolved about how might we turn advertising on its head and persuade people to do less and persuade people to consume less,” Johnson said.
The conversations aren’t new, he said. Social media only makes them easier to have.
Questioning product value and comparing products has always occurred. In a changing market, more factors have to be considered, such as planned obsolescence, which is when a product is designed to fail to force consumers to buy a replacement. Having conversations about what consumers should be buying can only be a good thing, Johnson said.
In an era where influencers collect brand sponsorships, it’s important to understand why they’re endorsing or criticizing a product without promotion. The power to shape what’s popular gives content creators a distinctive, influential position, according to the Aspen Institute.
As consumers become more mindful of their spending, it’s worth thinking about where their money goes and who benefits from it. Instead of shopping for large brands, buyers are looking to small businesses and local goods.
The “de-influence me” trend also brings unexpected opportunities for local businesses.
Kate Yeung, the 25-year-old cofounder of Coterie Market, said the trend has boosted its sales.
“[The trend] is trying to de-influence you from shopping at bigger stores and honestly trying to influence you to shop smaller,” Yeung said. “It’s actually positive.”
Yeung understands the consumer’s impulse to buy but said she’s learned it’s better to live minimally.
“[There are] a lot more factors I think about now before I spend my money on something,” she said. “Just thinking about how it affects the environment and also the economy nowadays.”
While smaller businesses like Coterie Market benefit from intentional spending, shoppers are overwhelmed by a crowded marketplace. The psychology behind purchases becomes crucial, and understanding consumer behavior is key to unpacking why trends like “de-influencing” resonate.
Geoff Tomaino, an associate professor of marketing at UF, said the concept of “choice overload” occurs when a consumer is presented with too many options. It leads to two main issues, he said: Decision-making becomes more difficult, and post-decision regret becomes more likely.
“You think about all the things you could have had, and then you start to regret not having those things,” Tomaino said.
58% of Gen Z shoppers say they regret at least one impulsive social media buy, but that’s still less than baby boomers.
Page-by-page navigation platforms create natural stopping points called “friction,” he said. With an infinite scroll, the friction no longer exists, making it easier for users to spend more time searching, consuming content and buying products.
“People are recognizing that there are these frictionless environments and other systematic things in these platforms that are making them want to over-consume,” he said. “They are looking for some way to stay on the platforms and still get the good out of them.”
For shoppers stuck between convenience and conscious consumption, the “de-influence me” trend offers a moment to pause and resist the urge to spend because of a trend.
Contact Isis Snow at isnow@alligator.org. Follow her on X @snow_isisUF.
Isis Snow is a junior sports journalism student and a general assignment reporter for The Avenue. She enjoys reading and working out whenever she has the opportunity.
