C&B team calls for brands to ease off the hard sell and adopt an anti-consumption model to earn attention.
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That’s the message almost every brand is screaming at consumers. But in a room full of voices trying to shout over one another, it’s the quiet ones that garner trust. People are tired of being sold to, and they applaud brands that call out the absurdity of the situation.
Myth #1
“Anti-consumption hurts brand image.”
Fact #1
70 per cent of customers are more loyal to brands they perceive as authentic.
Myth #2
“#Deinfluencing is a passing TikTok trend.”
Fact #2
Deinfluencing has amassed more than 3 billion views as of 2025 and con
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