Are Influencers Losing Their Influence?

Data from Northwestern Mutual’s 2025 Consumer Sentiment survey shows younger adults aren’t being swayed to spend by social media. Are influencers losing their influence? See how your buying habits stack up.

Social media influencers, many of whom get paid to pitch their followers on products and services, have become central to retailers’ marketing strategies. But our latest Consumer Sentiment Survey, a nationally representative online poll of 2,511 adults conducted in November 2025, found that Gen Z adults (ages 18–28, the most digitally savvy generation) aren’t buying what they’re selling.

Nearly seven in 10 respondents said they aren’t swayed by social-media influencers. Eighty-four percent say they haven’t purchased a product just because their friends or someone on social media said it was “life changing.”

That said, influencers still wield some selling power, or else companies wouldn’t shell out money and freebies for sponsorships. You don’t need to brick your phone to resist social-media temptations. But understanding how influencers and their sponsors work can help you stay in control of your finances.

Influencers are powerful because they seem authentic

Consumers can identify personally with influencers, who post pictures and videos of themselves going about their (relatively) normal lives. That’s different from celebrity endorsements, which are more obviously paid ad campaigns: George Clooney might really like a certain coffee machine, but no one thinks that’s why he stars in their global advertisements.

Influencers seem more down to earth than celebrities. At the same time, they’re adept at telling stories that make shopping “fun.” With their carefully curated posts, they can create the illusion of a perfect life. Such stories create a powerful urge to overspend in an effort to emulate their lifestyle.

It’s possible to enjoy, and be inspired by, influencers while resisting the urge to splurge

“Spend guilt” is real: More than half of our survey respondents reported feeling regret when splurging on a purchase. To avoid that fate, here’s how you can develop a healthy relationship with influencers and the products and experiences they’re selling:

• When in doubt, wait. Influencers tug at your emotions, but tomorrow you may feel less in love with those shoes. Waiting puts you, not the influencer or the retailer, in charge.

• Don’t get caught up in what friends are buying. You probably don’t know the details of their finances. For example, they might spend more on luxury splurges but have fewer daily expenses than you. Or they might simply be overspending—acquiring high-interest credit card debt that can take years to pay down.

• Seek out influencers who are genuinely sharing ideas. They will post regularly about their real lives, and the comments will include authentic conversations with followers, not just lines of emojis. One way to find authentic influencers is by using detailed keyword phrases, not generic hashtags with millions of hits. You can add trusted influencers to your saved list, which will prompt the platform to send you similar posters.

Understanding the bigger picture of online shopping

Influencers are just one facet of larger online marketing strategies cleverly designed to encourage you to spend. The goal is to get you to click through to the sponsor’s page or website. Once there, companies employ a basket of tricks to keep you engaged—and buying. These tactics can include:

• Pop-up ads that don’t disappear when you click the microscopic X to close them but instead take you to a retail site

• Ads disguised as user-generated content (influencer posts are broadly part of this strategy; it can be hard to tell when someone is recommending a product “organically” or as a paid promoter.)

• Forced registration to make a purchase, thus sharing your email and other information with the retailer

• Abandoned cart reminders that continue to nudge you after you’ve changed your mind

• “Confirm shaming,” in which opting out requires clicking on negative confirmations like “I prefer not to stay informed of great offers”

• Embedded promotional videos that auto-play

• “Convenience” features like one-click buy buttons, which discourage contemplative shopping

• Minimum purchase for free shipping, encouraging you to buy more than you need

• Urgency and scarcity prompts, like limited time discounts, countdown clocks and low stock warnings
  
• Infinite scrolling, which encourages shoppers to stay on the site, promising the excitement of anticipation: what’s next? (Recent research has identified infinite scrolling as a dopamine trigger, similar to slot machines and with similar addictive potential.)

• Prompts to purchase using Buy Now, Pay Later (BNPL) plans, which spread out or delay payment but can ensnare you in high-interest debt (Northwestern Mutual’s 2026 Planning & Progress Study found that roughly half (49%) of Gen Z and Millennials use BNPL for large purchases.)

Proven ways to control impulse buying online

Beyond understanding how influencers and retailers reel you in, here are some practical tips to prevent “add-to-cart syndrome.”

• Keep your home organized. It’s common for people to buy stuff they already have because they’ve lost track of it.

• Be creative with the things you already own. It’s easy to think you need a new look, but sometimes you can lay out your clothes on the bed and come up with new combinations you hadn’t previously considered.

• Treat online shopping like brick-and-mortar errands: Make a list and “go” to the stores periodically, rather than intermittently as desires arise.

• Watch out for buying in bulk. The deals can be tempting, and home delivery makes it easy. But you might get tired of that toothpaste flavor before your 12-pack runs out.

• Consider “friction-maxxing,” a new trend in which consumers intentionally put barriers between their wallet and the online cart. Examples include committing to in-store purchases, deleting shopping apps, unsubscribing from retail “newsletters” and removing saved credit cards from websites—anything to make purchasing a little less automatic.

The good news: Some retailers are opting out of sneaky online sales tactics, preferring to gain business by building customer loyalty and brand reputation over the long term.

And make way for the “anti-influencer.” Now on social media you can find popular, even trendy, posters who are actively encouraging people not to buy on impulse. Consider following a few to “friction-maxx” your feed.

Minding your budget feels better than overspending

Mindful online shopping is part of a broader strategy to live within your budget and put yourself in control of your finances. Your Northwestern Mutual advisor can help you design a budget that gives you peace of mind.