"deinfluencing" is the trend of posting videos on social media to discourage consumption. The hashtag is so popular that it peaks in early April at more than 430 million views on TikTok.
The trend is dreamed up by the most convinced as a response to the maddening inflation, or even an anti-consumption movement. But would it ultimately be just a way for influencers to reinvent themselves? The word of influencers "is no longer perceived authentic" by the public, says Wharton professor.