De-influencers aren’t just telling followers not to buy anything—although that’s how the trend started—but are helping them to find cheaper, more sustainable or more inclusive versions of products.

Like so many trends, this one is brought to you by Gen Z, a group less interested in consumerism than previous generations—even though millennials started the anti-consumerism movement.

Yet Gen Z has still racked up credit card debt and fallen behind on payments faster than any generation. And Gen Zers are hitting the job market at a time of rising consumer prices, high interest rates and massive layoffs. This perfect storm has created the desire among young adults to continue to participate in consumer culture and feel cool doing it—but for less.

De-influencing presents an excellent marketing opportunity, especially for small to medium-sized businesses. Here are five ways they can take advantage:

Act quickly

Brands should strike while the iron is hot. If your product is cheaper or more sustainable, this is your time. Businesses ranging from an Etsy shop to the fourth-leading product in the market to a mom-and-pop brand with less expensive or more sustainable products can all gain real traction. For example, the disposable fashion brand H&M was huge with millennials because the apparel was fashionable, inexpensive and easy to buy. It didn’t last very long but no one seemed to care. Gen Z cares. Your product doesn’t have to be as inexpensive as H&M if it’s more sustainable.

Lean into your values

De-influencing isn’t necessarily about consuming less, but about consuming more intentionally and thoughtfully. Don’t worry that de-influencing will reduce sales all around. Be bold and intentional about verbalizing and leaning into your brand values. Does your company use less energy, produce something that lasts longer or is more recyclable? Do you support diversity, equity and inclusion and promote these values via community events, fundraisers or awareness-raising social posts? Let people know and be loud about it. If none of this is you, maybe it’s time to launch a single product that fits the bill. Just be authentic about it or Gen Z will know it’s just a sales strategy. 

Ask what your customers need

You may want your business to be sexy or trendy or cutting edge. But now is the time for what your customers need. Ask them which of your products is the one they most need, can’t live without or tell friends and strangers about. Send a survey, ask them on social media and get them talking. Let them rave about the one thing you make that they love. Then use those responses as your marketing material. Normally, businesses need to promote the depth and breadth of their product offerings. But right now, less is more. Focus on the single thing that customers most want, even if you think it’s not your sexiest product. It’s okay to be hyper-focused. And remember that companies selling just one thing—razors, water bottles, doormats, air fryers—are incredibly popular with millennials and Gen Z.

Have fun

If it works with your brand and customers, poke a little fun at yourself in the context of de-influencing. Take a page from SNL’s parody commercials or Taco Bell’s recent collaboration with Doja Cat in which the rapper posted videos purporting to be unhappy about having to create a jingle for the fast-food brand because it was “contractual.” Her fans got the joke and spiked demand for Taco Bell.

This approach must match your company culture, of course. Think of it as the brand equivalent of self-deprecating humor and have some fun with it. Gen Z uses the search function on TikTok at higher rates than they do for Google. So, you could do a #deinfluencing post and be seen at higher rates without paying for ads.

Move to micro-influencers

Micro-influencers, those with 1,000 to 100,000 followers, are more trusted by Gen Z consumers who value authenticity, especially in this moment of de-influencing. Brands were already moving to influencers with smaller followings because of the trust factor but #deinfluencing has supercharged the trend.

In fact, it makes sense for most consumer product brands to pause marketing campaigns with macro/celebrity influencers and direct those funds toward micro-influencers. Among the benefits: Brands can get 100 for the price of one, smaller communities have a bigger trust factor and the ROI is higher. It’s also a good idea to find newer influencers who won’t be seen as having sold out by working with brands. Remember that small-tier and new influencers usually require a little more hands-on work to guide them through campaigns. 

Not every company is positioned to benefit from the de-influencing trend. But those that provide lower-cost alternatives, embrace sustainability or champion DEI might be able to take advantage.