A rising awareness of sustainability issues along with fatigue at influencers has led to a backlash from consumers and influencers alike against excess consumer culture. Instagrammers reported in the first quarter of this year that Japanese millennials, for example, were buying used make-up products. The Drum reported in the first quarter of this year that 2.4% of global internet users believe what influencers say online, while InfluencerDB found that engagement rates for Instagrammers ' sponsored posts fell to 2.4% in three years earlier from 4% three years earlier .
A rising awareness of sustainability issues along with fatigue at influencers has led to a backlash from consumers and influencers alike against excess consumer culture. The Business of Fashion reported in August 2019 that Japanese millennials, for example, were buying used make-up products. The Drum reported in May that only 4% of global internet users believe what influencers say online, while InfluencerDB found that engagement rates for Instagrammers' sponsored posts fell to 2.4% in the first quarter of this year from 4% three years earlier.