{"id":91,"date":"2025-10-20T16:13:45","date_gmt":"2025-10-20T14:13:45","guid":{"rendered":"https:\/\/makingblog.audencia.com\/scroll-think\/?p=91"},"modified":"2026-02-06T18:11:45","modified_gmt":"2026-02-06T17:11:45","slug":"desinfluence-et-si-le-vrai-luxe-cetait-de-dire-non","status":"publish","type":"post","link":"https:\/\/makingblog.audencia.com\/scroll-think\/2025\/10\/20\/desinfluence-et-si-le-vrai-luxe-cetait-de-dire-non\/","title":{"rendered":"D\u00e9sinfluence : et si le vrai luxe, c\u2019\u00e9tait de dire non ?"},"content":{"rendered":"\n

Imagine : ton feed te pousse le dernier mascara \u00ab miracle \u00bb, la gourde viralissime et le sac qu\u2019on voit partout\u2026 et toi, tu scrolles, tu regardes, et tu dis juste : \u00ab non \u00bb. Ce simple refus, tranquille mais assum\u00e9, est en train de devenir une nouvelle forme de\u00a0luxe<\/strong>\u00a0pour toute une g\u00e9n\u00e9ration qui en a marre d\u2019acheter pour acheter.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Qu’est-ce que la d\u00e9sinfluence, au juste ?<\/strong><\/h4>\n\n\n\n

La d\u00e9sinfluence<\/a><\/em>, c\u2019est ce mouvement n\u00e9 pendant le Covid o\u00f9 des cr\u00e9ateurs ont commenc\u00e9 \u00e0 dire l\u2019inverse de ce qu\u2019on attend d\u2019eux : \u00ab ce produit ne vaut pas le coup \u00bb, \u00ab garde ton argent \u00bb, \u00ab tu n\u2019en as pas besoin \u00bb. Sur TikTok, le hashtag \u00ab deinfluencing \u00bb cumule d\u00e9j\u00e0 des centaines de millions de vues, surtout dans les communaut\u00e9s beaut\u00e9 et lifestyle qui ont longtemps v\u00e9cu au rythme des hauls et des codes promo. L\u2019id\u00e9e n\u2019est plus de faire la promo de tout et n\u2019importe quoi, mais de remettre en question les recommandations, de calmer les achats compulsifs et de redonner un peu de pouvoir \u00e0 celles et ceux qui sont derri\u00e8re l\u2019\u00e9cran. Comme le r\u00e9sume Carla Monzali<\/a><\/em>, co\u2011fondatrice du collectif Paye ton influence, c\u2019est assez in\u00e9dit de voir une tendance qui dit clairement : \u00ab arr\u00eatez de consommer \u00bb sur des plateformes construites pour nous faire acheter en boucle.<\/a>
<\/a><\/p>\n\n\n\n

Un refus du \u00ab\u00a0tout, tout de suite\u00a0\u00bb<\/strong><\/h4>\n\n\n\n

Dans les faits, la d\u00e9sinfluence, ce n\u2019est pas juste des vid\u00e9os qui clashent des produits. C\u2019est aussi des formats comme les \u00ab no buy \u00bb, les \u00ab project pan \u00bb ou les revues honn\u00eates o\u00f9 on t\u2019explique pourquoi tel achat \u00ab TikTok made me buy it \u00bb ne changera pas ta vie. Parfois, le mouvement est un peu ambigu : certains cr\u00e9ateurs critiquent un produit pour mieux te rediriger vers un \u00ab dupe \u00bb moins cher, ce qui reste\u2026 de la consommation, juste rebrand\u00e9e en version malin. Mais derri\u00e8re ces contradictions, on sent surtout une fatigue : beaucoup de jeunes ne veulent plus \u00eatre r\u00e9duits \u00e0 des cibles marketing, et utilisent la d\u00e9sinfluence comme un moyen de reprendre la main sur leurs envies.<\/p>\n\n\n\n

Le minimalisme, nouveau symbole de richesse<\/strong><\/h4>\n\n\n\n

En parall\u00e8le, un autre signal fort appara\u00eet : la mont\u00e9e du minimalisme chic, du \u00ab quiet luxury \u00bb et du \u00ab low\u2011energy dressing \u00bb, o\u00f9 les tenues sobres et les pi\u00e8ces simples deviennent un marqueur de r\u00e9ussite et de confiance en soi. Les \u00e9tudes sur le march\u00e9<\/a> <\/em>de la mode montrent d\u2019ailleurs que les millennials et la Gen Z poussent la seconde main, la location et la r\u00e9paration, tout en restant sensibles aux notions d\u2019exclusivit\u00e9 et de style. Acheter moins mais mieux, c\u2019est un moyen de rester styl\u00e9 tout en all\u00e9geant son budget, sa charge mentale\u2026 et son impact \u00e9cologique.

Et l\u00e0 o\u00f9 \u00e7a devient vraiment puissant, c\u2019est que ce changement ne reste pas cantonn\u00e9 \u00e0 une niche \u00ab \u00e9colo \u00bb ou bobo. Selon l\u2019\u00e9tude AURA Z d\u2019iProspect<\/em><\/a>, convaincre un seul membre de la Gen Z peut influencer jusqu\u2019\u00e0 sept Fran\u00e7ais de tous \u00e2ges, ce qui fait de cette g\u00e9n\u00e9ration un moteur massif de nouveaux comportements. Autrement dit, quand un\u00b7e jeune commence \u00e0 dire \u00ab non \u00bb aux achats inutiles, ce n\u2019est pas juste son panier qui change, c\u2019est aussi celui de ses potes, de sa famille, voire de g\u00e9n\u00e9rations plus \u00e2g\u00e9es qui s\u2019alignent progressivement. <\/a><\/p>\n\n\n\n

\u00a0La d\u00e9sinfluence ne te demande pas de devenir parfait ni de tout arr\u00eater du jour au lendemain, mais d\u2019apprendre \u00e0 choisir quand tu dis oui\u2026 et surtout quand tu dis non. Peut\u2011\u00eatre que ton prochain geste \u00ab luxe \u00bb, ce ne sera pas un logo en plus dans ton feed, mais un achat en moins dans ton panier.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Imagine : ton feed te pousse le dernier mascara \u00ab miracle \u00bb, la gourde viralissime et le sac qu\u2019on voit 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