If you have scrolled on social media recently, you’ve probably come across creators “deinfluencing” their followers from certain products or services. Influencers are now testing out trending items, so you don’t have to, and giving honest reviews on what’s actually worth buying and what’s not.
This shift has sparked a major change in how Gen Z shops. Before buying anything, consumers can easily search for product reviews or read real experiences on social media. With just a few taps, it’s possible to see whether something is truly worth adding to your cart or better left on your feed.
Gen Z’s focus on authenticity, sustainability, and financial awareness plays a big role in the way they shop. Today, young consumers are more mindful than ever about how brands operate and what values they represent. Instead of making impulsive purchases, many are taking the time to think before they buy. After years of being flooded with advertisements and influencer promotions, Gen Z is embracing a shift- one where creators are not only telling them what to buy, but what not to buy. Â
Influencers today aren’t concerned about getting kicked off PR lists or hurting a brand’s reputation; their main focus is helping viewers spend their money more wisely. Rather than simply turning down products, many creators now offer “better” alternatives to the ones they don’t recommend. For example, some beauty influencers are calling out overhyped luxury makeup products and suggesting more affordable products they genuinely prefer instead. Â
To wrap things up, de-influencing isn’t necessarily anti-marketing; it’s reshaping the way consumers connect with products and the people who promote them. Shoppers today are more focused on brand identity, honesty, and quality now, more than ever. In response to this change, brands are becoming more transparent and intentional, focusing on creating products that meet customers’ needs while maintaining their reputation and trust. Â