The article discusses the paradox of influencers promoting both consumption and underconsumption amid the surge of social commerce. As platforms like Instagram and TikTok facilitate easy shopping, a growing number of influencers encourage mindful spending through trends like underconsumption and no-buy challenges. They support the idea of reflecting on purchases and finding alternatives to buying new items. This shift questions whether those who normally promote consumption can effectively guide their followers towards sustainable spending habits.
Despite the rise of social commerce, a new wave of influencers now promotes underconsumption, encouraging their followers to reflect on spending and embrace sustainability.
Influencers traditionally known for pushing consumption are shifting to promote spending less, sparking trends like no-buy challenges and a focus on mindful consumption.
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