So much for TikTok's 'underconsumption' trend, as back-to-school shopping hits its stride

One of the ironies of Gen Z’s passion for climate advocacy is Gen Z’s simultaneous love for fast fashion. Namely, the rise of SHEIN sits in stark contrast to professed values. But consumers will always value convenience and affordability above all. An offshoot of fast fashion’s popularity is that overstock and secondhand are major categories for su... See more

The trend is an offshoot of “de-influencing,” which involves creators sharing negative experiences with trendy products and telling viewers not to buy them.

“We need to make a shift in who we’re following,” Ms. Pexton said. “We are in control of our algorithm.”

A hundred percent agree. What has happened in the last decade is people have been trained to consume an overload of content, and some people are coming to realize that they are the product that's being sold. There's also the trend of digital minimalism, really wanting to curate what they see, what their apps on their phones are, what they're consum... See more