Abstract
In recent years, there has been a growing emphasis on mindful consumption (MC) and
sustainability among consumers. A new group of social media activists called
“deinfluencers” has emerged who leverage their visibility to advocate for simplified,
sustainable and more ethical lifestyles. Deinfluencers directly contrast mainstream social
media influencers who conspicuously display aspirational outfits and the newest product
releases, by encouraging their followers to resist consumerism and reconsider notions of
status and well-being gained through the accumulation of material possessions (Karimi,
2023).