Tackling the De-Influencing Trend in Ramadan 2025

Ramadan has always been a season of high consumption, but in 2025, the rise of de-influencing is transforming how consumers shop and engage with brands.

What is De-Influencing?

De-influencing is a growing trend that encourages consumers to rethink overconsumption. This shift is driven by:

• Consumer fatigue from excessive advertising.
• Increased awareness of environmental, ethical, and wellness concerns.
• A stronger preference for authenticity, transparency, and sustainability.

The Rise of De-Influencing in Ramadan 2025

As de-influencing gains traction, consumers are making more mindful shopping choices, aligning with the values of Ramadan—moderation, gratitude, and sustainability.

Key Signs of the De-Influencing Trend

• Influencers Leading the Movement:

Source: TikTok @naktekpang, TikTok @OkyPratama, TikTok @CodeBluuu

• Underconsumption & Not-to-Buy Challenge – TikTok creators advocate for mindful spending.

Source: Carolyn Cornelia & Intan Febia

• YONO (You Only Need One) – This trend encourages consumers to purchase only essential items, reflecting the simplicity and minimalism embraced during Ramadan.
   

Source: Samuel & Claudya

Why is De-Influencing Trending During Ramadan?

1. Gen Z’s Frugal Approach

Economic shifts have led Gen Z to adopt more cost-conscious habits, with 56% actively practicing smart financial management. They prioritize value, sustainability, and intentional spending.

Source: IDN Times - Indonesia Millennial and Gen-Z Report

2. The Shift Towards Smarter Consumption

With an overwhelming number of brands and product choices, consumers are moving towards more mindful, purpose-driven purchases.

How Brands Can Adapt Their Ramadan Marketing Strategy

To stay relevant in the de-influencing era, brands must align with evolving consumer behaviors. Here’s how:

1. Emphasize Transparency

Showcase behind-the-scenes content that highlights product sourcing, sustainability initiatives, and ethical practices. Transparency builds trust and resonates with mindful consumers.

Source: TikTok @forecoffee.id

   2. Communicate Value Over Consumption

Instead of pushing excessive consumption, focus on why your product matters. Align messaging with Ramadan values, quality, ethical sourcing, and sustainability.

   3. Leverage Relatable, Audience-Driven Content

User-Generated Content (UGC) and Expert-Generated Content (EGC) foster trust by featuring real experiences.

Source: TikTok @laskar___,  @ignorethisnotice

   4. Tap Into Gen Alpha’s Influence

A DKC study shows that 95% of parents discover brands through their children, and 49% of purchasing decisions are influenced by them. Brands should start targeting Gen Alpha as key decision influencers.

Source: A Guide to Gen Alpha Insights on the Gateway Generation, DKC News

The Future of Ramadan Marketing in 2025

The de-influencing movement is reshaping Ramadan shopping habits, pushing brands to adapt to a more mindful, transparent, and value-driven approach