In recent years, the rise of social media and influencer culture has created a distorted reality, where the pressure to project an affluent, glamorous lifestyle has become ubiquitous. This phenomenon is not just confined to reality TV but permeates every aspect of our online lives, leading to what can be described as ‘class dysmorphia’. This term encapsulates the growing disparity between the lives people project online and their actual financial realities.
One stark example of this dissonance is the average cost of a wedding in the US, which stands at around $28,000, a significant portion of the median household income of $74,000. This disparity highlights the broader issue of the lifestyle we are expected to project versus what we can actually afford, especially under the influence of social media. This culture of consumerism has fostered an environment where people feel compelled to live beyond their means, often going into debt to maintain appearances.
The influencer economy operates much like a multi-level marketing (MLM) scheme, with a hierarchy consisting of those who can afford the dream, those who sell the dream, and those who go into debt trying to buy the dream. Influencers, often backed by generational wealth, project an image of relatability and accessibility that is far from reality. This is evident in the backgrounds of many prominent influencers, who often come from affluent families, allowing them the financial freedom to create content and build their online presence.
The monetization of every aspect of an influencer’s life, from sponsored weddings to gifted products, further blurs the line between reality and performance. This has led to a growing pushback against influencers who use their platforms to sell products while remaining silent on important social issues. The pandemic particularly highlighted this divide, as influencers continued to live their best lives, often disregarding the collective sacrifices being made by the broader public.
The financial instability of influencer culture is another critical issue. Many influencers rely on unstable income streams, making it difficult to plan for the future or secure loans. This instability is compounded by the pressure to constantly update and monetize their lives, leading to a cycle of overconsumption and financial precarity.
Moreover, the rise of home fluencing has turned real estate into another victim of hyper-consumerism. Influencers frequently redecorate their homes to maintain engagement, creating a false precedent for the average consumer. This constant need for newness undermines the traditional values of homeownership and long-term investment.
The cracks in the influencer economy began to show during the pandemic when the disparity between the lives projected online and the reality faced by most people became glaringly apparent. This has led to a growing movement to unfollow and block influencers who perpetuate this false reality.
To navigate this landscape, it is crucial to reassess our relationship with social media and the influencers we follow. Opting out of platforms that trigger unsustainable spending, focusing on intentional spending that aligns with our values, and finding offline activities that bring joy can help mitigate the negative impact of influencer culture.
Ultimately, while social media and influencers can offer valuable content, it is essential to recognise the underlying MLM structure and the false sense of reality it creates. By being honest with ourselves and critically evaluating the content we consume, we can protect our finances and mental health from the pervasive influence of this digital age.