Gen Z is getting tired of aggressive marketing

In an era where social media reigns supreme, platforms like TikTok and Instagram have revolutionized our shopping habits, pushing many to indulge in compulsive spending fueled by targeted ads and influencer promotions. However, too much marketing often becomes exhausting. Every social feed is clogged with ads and people trying to sell us something. Content creators themselves have slowly become peddlers, with ads becoming more frequent and absurd, their pitches more annoying than persuasive. This has led to the rise of a new movement and mindset focusing on authenticity: de-influencing. According to a recent study conducted by The Harris Poll on behalf of Intuit Credit Karma, a significant portion of American consumers is choosing to reject social media-induced purchases. While nearly two out of five Americans (38%) purchased products advertised on social media in the past year, a quarter of them (23%) spent $1,000 or more on credit for such purchases, often using credit cards or installment payments, the power of social media to influence consumer behavior is generating a silent backlash: people deciding not to buy anything anymore.

While many consumers succumb to the allure of social media marketing, nearly 69% of American social media users report being de-influenced. This term refers to the conscious decision to avoid purchasing items advertised on social media. The main reason for this trend is lack of trust in influencers promoting these products, with 32% of respondents citing this concern. The study provides a detailed breakdown of de-influencing reasons across different generational groups. For social media users in general, the main reasons for de-influencing are distrust of influencers (32%), encountering too many counterfeit products (28%), and concerns about unhealthy overconsumption fueled by social media promotions (26%). Additionally, 19% of users feel overwhelmed by the amount of advertised products they see, 14% avoid viral products that everyone else has, another 14% have had negative experiences with purchased products, 12% are concerned about environmental impact, 7% regret buying products never used, and 2% have gone into debt due to advertised purchases.

Marketing across different generations

Specifically examining Gen Z users, the majority (88%) report being de-influenced, with the main reason being the unhealthy level of overconsumption driven by social media product promotions (38%). This is consistent with the fact that Gen Z is known as the most eco-conscious generation to date. In this regard, the vast majority (90%) of Gen Z Americans report having made second-hand purchases, with the main motivations being to combat fast fashion (22%) and to be environmentally conscious (28%). Millennials, also heavily influenced by social media, show similar patterns. 28% distrust influencers, 28% are wary of counterfeit products, and 27% are concerned about overconsumption. A significant 22% feel overwhelmed by the number of ads they see, 16% have had negative experiences with products, 14% avoid viral products, and 14% are aware of the environmental impact. 9% have purchased items never used, and 4% have gone into debt for these purchases.

Generation X users show unique concerns. 34% distrust influencers, 25% see too many counterfeit products, and 18% are worried about overconsumption. 16% feel overwhelmed by ads, 14% avoid viral products, and 11% have had negative experiences with products. Environmental concerns are noted by 8%, unused purchases by 7%, and debt worries by 3%. Baby Boomers also show strong distrust in influencers, with 38% citing this as a reason for being de-influenced. 27% are concerned about counterfeit products and 24% about overconsumption. 14% feel overwhelmed by ads, 11% avoid viral products, and 13% have had negative experiences.

The rise of de-influencing suggests increasing awareness and skepticism among consumers regarding social media marketing. While social media remains a powerful tool for driving sales, the growing trend of de-influencing indicates a shift towards more conscious and critical consumption habits. This change highlights a broader movement towards sustainable and mindful purchasing practices, especially among younger generations. With more Americans becoming wary of influencer-driven promotions and the potential negative effects of overconsumption, the de-influencing trend is poised to grow. However, one wonders how (and if) this shift will effectively dismantle a series of marketing dynamics, as well as an entire economic ecosystem, made up of influencers, talent managers, agencies, and so on.