Materialism and the De-Influencing Trend: Classroom Applications

Abstract

A new trend on social media coined “de-influencing” is reshaping the way Generation Z (Gen Z) views mass consumerism. Gen Z’s Shifting position on consumerism, moral values, and relationships with rising influencers is the dominant explanation for the trend's popularity. Like the Hollywood celebrities of the past, micro-influencers are becoming recognizable icons whose endorsement and influence are valued by this generation. Using a meta-analysis of current publications, the article considers the magnitude of Gen Z’s shifting interests and the economic impact this may have on consumer goods. The article extends its findings to the academic world by providing concrete suggestions for teaching the subject in the classroom.