Gen Z is embracing "underconsumption core." The trend involves buying only what you need and rejecting influencer marketing. Economic pressures like inflation and debt partially drive Gen Z's shift toward less consumption.
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You can opt-out at any time by visiting our Preferences page or by clicking "unsubscribe" at the bottom of the email. Advertisement Influencer marketing has become a staple of the social media era, and Gen Z is one of its most significant targets. For many Gen Zers, the generation between the ages of 12 and 27, TikTok is the primary social media platform where they find products to buy .
But while the influencer marketing industry thrives, some younger online users have grown tired of the constant product promotion. This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now.
Have an account? Log in . This is where "underconsumption core" comes in. Underconsumption core is similar to the "deinfluencing" trend — another popular response to online shopping culture.
Deinfluencing involves shedding light or calling into question popular products often promoted by creators on.