Are Consumers Still Buying What Celebrities, Influencers Are Selling?

Nearly 69 percent of American social media users report having been "de-influenced," meaning they intentionally chose not to purchase items advertised on social media, primarily due to a lack of trust in influencers.

Gen Z's growing skepticism toward influencers is closely tied to their values and economic circumstances; they feel a personal responsibility to mitigate their impact amid growing concerns around overconsumption.

Shopping to keep up with emerging trends is expensive, and Gen Z is promoting de-influencing and underconsumption-core as a way to romanticize what they already own and save money.

Micro-influencers are becoming increasingly prominent in the marketing landscape, as they offer authenticity and personal connections that align with consumers' current mindset.

Read at WWD