Amid the cost of living crisis, influencers flaunting their wealth have come under fire, particularly by British TikTokker Shabaz Says. Alongside the de-influencing trend, this is indicative of a growing disconnect followers feel between them and influencers, ushering in a new era of marketing.

Anti-influencing represents a shift in the performance of aspirational culture. However, as Gen Zers are still motivated by status-driven purchasing, they're seeking authentic recommendations, and the de-influencing trend is challenging brands to prioritise trust through credible partnerships.

Content creators are taking to social media with anti-recommendations for their audiences in response to the way TikTok prompts constant consumption. Starting primarily with beauty products, this new trend reflects people looking to spend more carefully during times of economic crisis.

With the ‘great resignation’ seeing millions of Americans quit their jobs as a way to pivot their careers, many are looking to upskill through alternative edtech. Maven, a cohort-based learning platform, is helping people to study niche and trending content with its influencer-led classes.