Gen Z Adopts 'Deinfluencing' and 'Bedtime Stacking'
Two new trends highlight shifts in Gen Z media consumption and daily routines. 'Deinfluencing' sees creators telling followers what products *not* to buy, reflecting a demand for authenticity over hype. A separate trend, 'bedtime stacking,' involves curating a sequence of low-stress activities before sleep as a self-care ritual, creating a new potential engagement window for evening content.
- The "deinfluencing" trend gained significant traction on TikTok, with the hashtag accumulating over 300 million views as creators advise followers on which viral products are not worth buying. This movement is seen as a reaction to overconsumption and a growing skepticism towards the authenticity of influencer endorsements. - A key catalyst cited for the rise of deinfluencing was a controversy involving beauty influencer Mikayla Nogueira, who was accused of wearing false eyelashes in a sponsored L'Oréal mascara video, fueling consumer distrust of paid promotions. - This shift aligns with data showing that nearly half of Gen Zers are "not very likely" or "not at all likely" to purchase something recommended by an influencer, with many describing paid partnerships as "insincere" or "annoying". Furthermore, 61% of young people aged 13 to 39 lose trust in an influencer who posts an excessive number of ads. - The concept of "habit stacking," which underpins the bedtime stacking trend, is a behavioral psychology technique where a new habit is paired with an existing one to increase the likelihood of adoption. This method leverages existing neural pathways to make the new behavior feel more automatic. - For sleep, this involves linking new, relaxing activities to established pre-bed routines like brushing teeth. Examples include turning off screens, journaling to offload thoughts, or doing gentle stretches to calm the nervous system. - Gen Z's evening media consumption habits show a clear pattern, with a significant portion watching on-demand content through connected TV services in the evening. They are most active on social media during the evening hours of 7 PM to 11 PM. - This evening engagement is significant, as a survey by the American Academy of Sleep Medicine found that 93% of Gen Z admit to losing sleep by staying up past their bedtime to use social media. - Deinfluencing is not necessarily about stopping all consumption, but rather about promoting more mindful and informed purchasing decisions, often by suggesting more affordable or better-performing alternatives. This reflects a growing desire for authenticity and transparency from creators and brands.
