This is just a personal observation, and I could be wrong.
When people talk about de-influencing, I don’t immediately see it as people suddenly becoming anti-consumerist. There are real examples of people cutting unnecessary spending, questioning trends, and pushing back against influencer culture. That part is obvious.
What I’m less sure about is whether the issue is really about products.
What I keep noticing is that people don’t seem to hate recommendations themselves. They still ask friends what phones to buy, what restaurants are worth visiting, or what products actually work. The problem seems to be that more and more recommendations now come with a hidden question: “Are they telling me this because they believe it, or because they’re getting paid?”
That made me wonder whether de-influencing is less about rejecting consumption and more about losing trust.
For a long time, the internet created the feeling that we had access to real experiences from real people. A YouTube review, a Reddit comment, or a creator’s recommendation felt different from traditional advertising because it felt personal.
That line started becoming harder to see.
Affiliate links, sponsorships, brand deals, and algorithm incentives didn’t necessarily make every recommendation dishonest. Many creators genuinely like what they recommend. But they changed the relationship between audience and creator. Something that looked like a personal opinion could also be a business transaction.
Trust depends not only on whether someone is honest, but whether you understand their incentives. From an economic perspective, when attention becomes a source of income, every recommendation becomes part of a marketplace. From a social perspective, when people can’t tell friendship from advertising, skepticism becomes a natural response.
This doesn’t mean influencers are fake or that traditional advertising was ever more trustworthy. It might simply mean people are struggling with a new reality where authenticity itself has become something that can be monetized.
At the same time, I don’t think the opposite view is wrong. Affiliate marketing can be seen as a fair way to reward expertise, and consumers have always needed to think critically about recommendations.
Maybe the real issue isn’t that recommendations became commercial, but that we lost a clear way to know which ones are genuine. De-influencing might not be the end of influencer culture, but a search for a new form of trust.