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    Deinfluencers Are Sharing The Things That People Should Stop Buying, And I'm Absolutely Loving It

    Are people actually sick of buying stuff?

    I finally had my first super viral video — and it's about how annoying and unsustainable trendy cups are.

    My video is part of the deinfluencing trend, which started as people pushing back AGAINST buying things.

    Trends move at hyper speed on TikTok, where clothes, cups, and even slang are cool for shorter and shorter periods of time.

    The hashtag #tiktokmademebuyit has over 44.3 billion views, and shopping hauls (where people show off the multiple items they bought on one shopping trip) are a key part of TikTok culture.

    screenshot of #tiktokmademebuyit videos

    This constant display of overconsumption is bothering more and more people, as comments on my video clearly showed.

    Comments describing frsutration with the trendy water bottle overconsumption

    Sage Lenier, founder of Sustainable & Just Future, a nonprofit focused on youth-led environmental education, thinks that deinfluencing can stress how important environmental action really is.

    Sage tackles big topics with her approach to deinfluencing, sharing how the scary reality of climate change has made her less of a consumer.


    #stitch with @devonrule not to mention that buying new things just contributes to climate change even more #deinfluencing

    ♬ Chopin Nocturne No. 2 Piano Mono - moshimo sound design

    Which is resonating with her followers:

    And Jessica, a sustainability creator from ImpactForGood, has also seen viral success from her deinfluencing videos.

    With almost 57,000 likes and over 700 comments, Jess struck a nerve. She says the response has largely been positive.

    We've also seen an uptick in "anti-haul" videos on YouTube, where creators share things they don't want to buy anymore of.

    View this video on YouTube

    Bravely Go LLC / Via

    When I made this video about what I'm not buying this year, people flooded my comments and DMs to share their own low- or no-buy journey.

    Shopping content is all over TikTok, but with 61 million views, #antihaul shows that there is an appetite for content that moves beyond consumption.

    screenshot of the antihaul hashtag on tiktok

    Both Sage and Jessica think that deinfluencing is waking new people up to the important conversation around climate change, consumption, and equality.

    Jessica feels the same — while deinfluencing might not stand the test of time, she does think it's having a positive impact on many.

    Do you think the tide is turning for shopping as content? What's something you want to deinfluence people about?