“The trend, called “de-influencing,” is a stark contrast to prior ones like #TikTokMadeMeBuyIt, when consumers were showing off products they purchased after seeing them on the social media app.

These days, TikTokers are telling their followers which products aren’t worth the money, or urging them to resist indulging in trends. Some influencers are sounding off about blushes, mascaras or other beauty and skincare items that made big promises but don’t deliver. And others are telling their followers to avoid hair stylers and water bottles TikTok itself helped popularize.”

Good to see at least one thing that’s anti-consumerism in today’s popular media, won’t find that too often

TikTok ‘de-influencers’ want Gen Z to buy less – and more