Millennials and Gen Z are the perfect targets for the new wave of influencers

In 2021 , $37 billion in goods and services were purchased through social-commerce channels worldwide.

In 2025 , U.S. social commerce sales are projected to pass the $100 billion mark, a 22.4 percent increase from 2024 .

Millennials and Gen Z, eager to spend less, are the perfect targets for this new wave of content.

Underconsumption-core and no-buys aren’t remotely in the same conversation as, say, wealthy influencers hawking distressed $ 600 Golden Goose sneakers.

Still, the most visible people giving underconsumption tips are often already living comfortably, as opposed to low-income communities.

Investing in local community efforts can be a helpful way of taking collective action.