♬ original sound - Christina (opens in new tab) Where did deinfluencing come from? I can't believe we as a collective are finally admitting that overconsumption is getting out of control." (opens in new tab) Hundreds of TikTok users seem to agree, with one posting: "I am here for de-influencing. "We’re humans first - not consumers - and seeing all the tragic events happening as a result of climate change will encourage many to reassess the way they shop," she continues. We’re so immersed in excessive consumerism - it’s psychologically ingrained in everything we see, touch, and do, so we don’t even realise it." Speaking to Joanna Dai founder of B-Corp brand Dai about the trend, she said: "It’s about time. In a world where influencers can make thousands of pounds a week from pushing products, it’s more difficult to choose the option that benefits the planet, not our purses - not to purchase unnecessary new items at all. The trend is a breath of fresh air and a bold one at that. But deinfluencing begs us to ask - when does it go too far? And how many "must buys" is too many? We've all fallen victim to the latest trend at times - I'm looking at you, quilted jackets (opens in new tab) and viral Uniqlo bumbags (opens in new tab), which even I'm guilty of investing in.
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