Wiebe is part of a movement – growing since 2023 – that rejects traditional influencer culture, one that has exploded on TikTok, with the hashtag #deinfluencing racking up more than a billion views.  

Along with hashtags like "underconsumption core" and "conscious consumer", they share key messages, such as "fast fashion won't make you stylish" and "underconsumption is normal consumption". As we move into 2025, Wiebe believes the cultural tide is turning and that we've reached "peak influencer".  

"Some of the content from influencers is just rage-bait", she says, referencing the internet tactic of posting content to incite anger and generate views. "People will do ridiculous things with, like, their water bottles, where they'll add a snack tray, and then they'll fill it with Taco Bell or something," she explains, describing the videos where creators showcase their Stanley Cups fitted with needless accessories.