When less is more: The rise of the ‘anti-trend’ and how to navigate it
What is ‘anti-trend’?
This year, social media is experiencing a shift. While phone usage statistics remain high (and growing), there seems alongside this, a growing resistance to the pressure of “being on” and influenced all the time.
It reflects a deeper cultural shift of the younger generation, desensitised by social media, seeking a more mindful and individualistic lifestyle. Sustainability, mental health, and the desire for genuine connection are becoming priorities for this group who have grown up with social media as an integral part of their lives.
This is evident in the rise of “de-influencing,” anti-haul culture (calling out excessive shopping hauls), and even anti-consumption protests. Parts of Gen Z are becoming more conscious of their choices and are actively seeking a “disconnect” from the pressure of constant online engagement.
Take this recent gig I attended, for example. Surrounded by a younger generation (let’s just say the crowd skewed a good decade younger than yours truly.), I was surprised to see barely a single phone out in the crowd. No filming, no endless scrolling – just a genuine focus on the experience unfolding in front of them. Now I’m not saying this is the case for every Gen Z’er or frequent concert goer. But it captured the essence of the anti-trend psyche: a purposeful desire for authentic connection and a break from the pressure to curate a picture-perfect online persona.
How can brands resonate with this growing niche?
Don’t panic, this isn’t the death of social media and influencers! Gen Z are still open to influence (#TikTokmadembebuyit doesn’t have 12.4 billion video views for nothing). Rather they’re craving brands that enrich their lives, not ones bombarding them with fake marketing messages. The real winning brands in this new era will focus on these key strategies:
1. Partnering with authentic creators: Gone are the days of perfectly staged influencer marketing. Instead, partner with creators who embody your brand values and share content that resonates with your target audience. Look for creators who are passionate about what they do – Don’t shy away from the ‘nano- influencers’ of 1,000-10,000 followers. Partner with creators who connect with their followers on a real level.
2. Emphasising your purpose: Modern consumers want to know why they should care about your brand. What sets you apart? Are you sustainable? Do you support ethical labour practices? Clearly communicate your brand purpose and how it aligns with the values of a generation whose preferences are different to generations gone by.
3. Ditching the deceptive tactics: Exaggerated claims, fake reviews, and staged photos will turn off this group. Focus on transparency and honesty. Showcase real customers using your products, be upfront about pricing, and prioritise building trust through genuine and relatable communication.
