Is 'Deinfluencing' The End Of Micro-Trends, Or Just Another Buzzword?

Living in the 21st century, social media rules our minds. We wake up scrolling through our phones and fall asleep watching mukbang challenges or ASMR videos. As the internet has become more accessible, so has the concept of "overconsumption". Ordering 20 pairs of clothes to make a haul video or buying a few luxury bags because they're "in-trend" speaks volumes. The content we consume heavily influences our thinking.

Social media has glorified buying unnecessary items, such as the recent trend of Labubu dolls. The modern era of "influencing" has become the new constant, with influencers leading the industry on Instagram and YouTube. But is this really a type of influence we should indulge in?

The Harms of Overconsumption

We have enough clothes to fulfil the needs of the next six generations, yet we still fall for that "50% off" or “ Buy 1, Get 2” marketing strategy. Recent natural calamities and climate change aren't natural; they are nature’s way of teaching humans that if we interfere, we will have to pay.

The list of harms is endless:

• Climate Change
• Resource Depletion
• Pollution
• Biodiversity Loss

We need to understand that humans aren't the only species on this planet. We coexist with other creatures, and all of us have an equal right to life. Overconsumption is not the new "normal," and "retail therapy" is not therapy.

De-influencing the Influence 

From Y2K to the "cool girl” aesthetic, social media has normalised overpriced trends and the buying of items that aren't even necessary. 'Deinfluencing' is an emerging social media trend that goes against this. Instead of encouraging endless buying, it promotes underconsumption.

As a final-year student at Daulat Ram College, Manshi Kumari, reflects,“There are certain brands and companies, who pay influencers to market their goods and to earn profits... On the other hand, deinfluencing discourages people from buying certain products that they have found ineffective, harmful and not worth the money. They urge people to reconsider any product they are buying and advise them not to indulge in reckless purchases”

The Wisdom of Sustainable Living 

Over the past generations, people have been practising sustainability unknowingly. Reusing jars, boxes for different purposes, passing on the elder sibling’s clothes to the younger one and living in conscience with nature. You don't need to buy an organiser to aesthetically arrange your things, as a random box would serve the same purpose. However, sustainable living doesn't mean you need to suddenly switch over to ‘eco-friendly’ items. Make full use of the existing products, recycle and reuse them. 

“From a young age, we're taught the importance of sustainable living. However, social media's emphasis on consumerism has created a false sense of urgency, leading people to overlook the impact of their actions. It's crucial for influencers to act responsibly, lead by example, and promote de-influencing – encouraging mindful consumption" explained Mallika Tandon, a working professional.

So, the next time you think about buying a new pair of jeans just to "fit in" with the real world, consider the five pairs you already own. You'll likely find your answer there.