Critiquing the Trend of De-influencing.

I am frustrated how much power influencers have over collective consciousness. The discussion around systemic over-consumption has been going on for decades in social justice organizations and amongst environmental activists, and that is going unrecognized. The dialogue happening on socials right now regarding over-consumption is highly individualist, classist, and just scrapes the surface of a systemic issue.

Capitalism thrives on the process of over-production, meaning things are mass produced to a rate that is too high for all to consume, therefore, products are in excess while we believe in a fake scarcity model. There is product waste accumulating constantly, even if we decide not to purchase it. Individuals making more conscious choices of what they consume and finding more sustainable options is great - support the small companies not contributing to environmental harm and the exploitation of workers like corporations are. Buy from woman owned, black owned, and queer owned businesses if that is what you choose. I’m here for it. News flash, though, your individual choices are not what challenges capitalism. That is not what places pressure on systems of oppression and exploitation. That’s a tough pill to swallow, right? It’s hard to not be demoralized when reading that, but it’s the harsh truth.

Influencers engaging in product placement for brands are at their wit’s end. I get it - folks are realizing that these brands have been taking advantage of people’s despair during a global pandemic and have manipulated us to think that buying more is our salve, our solution to feeling better in dark times. Influencers have recognized that the products they are promoting aren’t living up to how they are being advertised, tricking buyers into thinking that a companies product is the be-all and end-all. Lies, so many lies, and now influencers are saying no more. This is something I support - challenging big brands to do better by influencers being more mindful and selective of who they choose to promote is a good thing. BUT after seeing on Tik Tok the millions of views from white influencers platforms discussing de-influencing, my heart sank into my stomach.

I think it’s time influencers take a back seat. Not sharing where products come from in the effort of reducing consumption of an individual is a complete misfire.

It says, look at this life I have created and curated, and no, you cannot have access to this. The conversation around influencers putting in emotional labor when having to share where their clothing or home goods came from insults the individuals who are putting in real emotional labor..sometimes to survive.

Emotional labor is the suppression of emotions in a workplace or home environment to ensure safety and security in a racist, sexist, homophobic society. It’s women having to be even keel in any situation so she is not considered hysterical, it’s the black woman suppressing emotions that are not a positive disposition so she is not considered, “an angry black woman”, it’s the queer person facing homophobia in a workplace and having to maintain a smile so they don’t lose their job, it’s the Trans man having to use the women’s bathroom to feel safe when they pee and just has to deal with that reality. These are situations of extending emotional labor. Not choosing to share product information is reducing the amount of labor you put into influencing, but it’s not emotional labor.

Instead of promoting another method of green washing capitalism, I want to see influencers sharing the voices of those who have been organizing around systemic over consumption and environmental degradation. I want those voices elevated and shared. It’s time - it’s time to shift the way we interact online - moving away from the concept of the influencer and into a more connective, authentic, and human experience.

I am not saying the voices of influencers are invalid, but we need to expand the conversation and include the voices of marginalized folks who have been advocating for real systemic change for years.