The influencer space has reached saturation point for many, with Gen Z consumers becoming more frustrated with the sheer volume of influencer-pitched products that they ultimately do not need, ushering in a trend for ‘de-influencing’.

Why it matters

Many are claiming that ‘de-influencing’ could signify the beginning of the end for influencers, but the real answer is not so cut and dry. Brands must get to grips with the cause of this trend and why it has resonated with users, particularly Gen Z.

What is de-influencing?

• Influencers, who usually use their social media presence to promote and recommend products, are...