DEINFLUENCING, RE-INFLUENCING, AND ANTI-TREND MARKETING "Don't buy this" is swiftly becoming an influential mantra in the world of marketing!
- Raffles Jakarta
- Jul 7, 2025
- 3 min read
Updated: Nov 24, 2025
When Saying "No" Becomes a Powerful Movement
In a landscape saturated with hashtags, product hauls, and relentless consumption, an exciting shift is brewing, a refreshing movement known as deinfluencing! Rather than hawking the latest serum or trendy sneakers, influencers are stepping up to tell us what we might consider skipping. Their message resonates: "You really might not need this, and here's the reason why!"
This isn't merely a fleeting TikTok moment; it signals a bold transformation in consumer culture. Welcome to the exhilarating rise of anti-trend marketing, where authenticity takes center stage, trumping mere virality!
What Is Deinfluencing?
Deinfluencing is an empowering digital counter-movement where thought leaders and content creators encourage their audiences to think critically about their purchases. They shine a light on products that brands overhype, oversaturated on social platforms, or simply not worth the investment. This movement, not about negativity for clicks, is rooted in genuine honesty and aims to enhance credibility. Whether it's taking a stand against overpriced skincare, questioning the ethics of fast fashion, or challenging traditional beauty norms, deinfluencers are reshaping the role of influence to focus on protection rather than promotion, enlightening us about the changing dynamics of the industry.
Enter "Re-influencing"
Deinfluencing doesn't imply that buying isn't valuable; instead, it encourages us to make more informed purchasing decisions. This leads us to the fantastic concept of re-influencing, a key component of deinfluencing and anti-trend marketing. Re-influencing is where creators introduce innovative, sustainable, or personalized alternatives that offer a fresh perspective. The emphasis is on informed and conscientious choices. For instance, instead of simply saying, "Don't buy that foundation," the message transforms to: "Instead of that one, consider this phenomenal dupe that delivers just as well for half the price." Alternatively: "You don't need a dozen moisturizers; one that truly works and a solid routine will do wonders!"
Why Anti-Trend Marketing Is So Impactful
1. Consumerism Burnout: Younger generations, such as Gen Z and Millennials, are increasingly weary of product overloads and unrealistic standards. They yearn for authenticity over algorithm-driven content.
2. Environmental Awareness: Deinfluencing aligns with the growing movement toward sustainability by promoting less waste, reducing impulse purchases, and encouraging more intelligent, more mindful choices.
3. The Value of Creator Credibility: Modern audiences greatly appreciate creators who fight the system by saying "no" just as much as those who enthusiastically endorse products. A thoughtful critique often fosters deeper trust than an unmoderated positive review.
4. Shifts in Platforms: With platforms like TikTok, Reddit, and YouTube offering raw, unsponsored content, there's fertile ground for anti-hype movements that are often buried in curated Instagram feeds. This shift, characterized by a move towards more authentic and unfiltered content, is pivotal to the success of anti-trend marketing. Brands need to understand and adapt to these platform shifts to reach their target audience effectively.
KEY TAKEAWAYS FOR BRANDS
Authenticity Reigns: Embrace honesty; don't shy away from critique! Featuring honest reviews, even the mixed ones, helps build your credibility.
Quality Over Quantity: Rather than flooding the market with frequent launches, prioritize quality, timelessness, and intentional collections that serve a clear purpose. This approach will instill confidence and trust in your audience.
Collaborate with Authentic Voices: Partner with influencers who provide balanced perspectives. These could be influencers who are known for their honest reviews, even if they don't tout your product as flawless. Their authentic recommendations resonate more deeply with today's savvy and discerning consumers. Our business student, Naomi Ivo, who is also a successful influencer and content creator, has been a guest on our podcast. In that session, she dived deeper into influencer marketing work and what are the key points that businesses should consider when looking for influencer collaboration and branding partnerships. If you want to learn more, subscribe to our podcast channel, where we bring you insightful conversations with top industry professionals each week, sharing their expertise and experience with you.
FINAL THOUGHT: IS YOUR INFLUENCE EVOLVING?
Influence has transitioned from aspiration to alignment. Brands willing to embrace this change by prioritizing transparency, tempering the hype, and owning their imperfections will not only thrive but will withstand any potential backlash. Those who resist this shift could find themselves facing the harsh realities of a viral deinfluencing moment.
Get Prepared for the Future!
At Raffles Jakarta, our Fashion Marketing & Management program empowers students to think beyond passing trends and build brands that truly matter. From in-depth studies of consumer psychology to innovative sustainable marketing practices, we are dedicated to equipping future marketers with the essential tools they need to excel in a post-hype economy.
Arman POUREISA
Marketing Manager
Business Management Lecturer
Raffles Jakarta
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