In times of high consumerism you must be familiar with the term influencer culture it's a marketing phenomenon that took over social media and went viral a few years ago. Recently, several brand promoters and social media platforms celebrities have taken a U-turn and now indulge in a new form of influence-driven marketing called de-influencing. Keep watching to know more.

The growing popularity of 'de-influencing'

'Out of sight, out of mind', is how most people tend to be about their garbage. A Los Angeles based campaigner has taken it upon himself to show people just how much trash we unknowingly throw away every month.

Wandering the streets of LA and surrounding towns, Rob Greenfield wears a specially designed suit that can hold all the junk he has produced over the past few weeks.

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His clear plastic suit has specially constructed pockets to carry all the rubbish from the drinks, snacks, and meals he consumed and weighs around 62 pounds or 28 kilograms.

Speaking to AFP, Greenfield said "We throw it in the garbage can and it goes away and we never think about it again. I wanted to create a visual that helps people to really see how much our trash adds up."

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Although the sight of a man dressed in rubbish wandering around posh areas of one of America's most overtly consumerist cities raises some eyebrows, he claims that most people are curious to learn more.

"There are some people who think I’m someone who’s experiencing homelessness or that I have a mental health issue, but for the most part, people have just been very positive.

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There are just a few days left of his 30 days challenge. Rob, who is a minimalist, has for the duration of this challenge decided to live and consume like the average American.

Noting that an average person in the US produces around 5 pounds of waste per day, &nbsp;Greenfield says that on day 12, he really started to feel "the burden of consumerism".

(With inputs from agencies)

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'Out of sight, out of mind', is how most people tend to be about their garbage. A Los Angeles based campaigner has taken it upon himself to show people just how much trash we unknowingly throw away every month.

'Out of sight, out of mind', is how most people tend to be about their garbage. A Los Angeles based campaigner has taken it upon himself to show people just how much trash we unknowingly throw away every month. Wandering the streets of LA and surrounding towns, Rob Greenfield wears a specially designed suit that can hold all the junk he has produced over the past few weeks. Also read | Volodymyr Zelensky, Ukraine's comedian turned war-time President is now a comic book hero His clear plastic suit has specially constructed pockets to carry all the rubbish from the drinks, snacks, and meals he consumed and weighs around 62 pounds or 28 kilograms. Speaking to AFP, Greenfield said "We throw it in the garbage can and it goes away and we never think about it again. I wanted to create a visual that helps people to really see how much our trash adds up." Watch | UK unveils Pride coin to mark 50th anniversary Although the sight of a man dressed in rubbish wandering around posh areas of one of America's most overtly consumerist cities raises some eyebrows, he claims that most people are curious to learn more. "There are some people who think I’m someone who’s experiencing homelessness or that I have a mental health issue, but for the most part, people have just been very positive. Also read | Tokyo medical school to pay $62,000 compensation for discrimination against female candidates There are just a few days left of his 30 days challenge. Rob, who is a minimalist, has for the duration of this challenge decided to live and consume like the average American. Noting that an average person in the US produces around 5 pounds of waste per day, Greenfield says that on day 12, he really started to feel "the burden of consumerism". (With inputs from agencies) Watch WION LIVE HERE: You can now write for wionews.com and be a part of the community. Share your stories and opinions with us here.

'Put trash in its place': This is why an environmental activist is wearing trash in posh LA

Between Black Friday and Cyber Monday, Pope condemns 'virus' of consumerism

<a href="http://www.wionews.com/world/hungary-protest-pope-defends-migrants-says-dont-blame-migrants-for-everything-185143">Pope Francis</a>&nbsp;said Wednesday that Christmas cannot just be about swapping presents and indulging in a massive consumer binge, urging the faithful to remember its original purpose to mark Christ's birth.

"The advertising machine tells us we have to exchange more and more new presents to give us a surprise. But is that the sort of celebration that God wants?" Francis asked a regular open audience in the Vatican.

"No, Christmas is about listening to the silent voice of God," he said.

"Please, I ask you, let us not turn Christmas into a fashionable event!"

"It is not Christmas if we seek out the bright lights, if we load up on presents but then don't help even one poor person," said the Pope who is well known for his criticism of social inequality and injustices.

Pope Francis said Wednesday that Christmas cannot just be about swapping presents and indulging in a massive consumer binge, urging the faithful to remember its original purpose to mark Christ's birth.

Pope Francis said Wednesday that Christmas cannot just be about swapping presents and indulging in a massive consumer binge, urging the faithful to remember its original purpose to mark Christ's birth. "The advertising machine tells us we have to exchange more and more new presents to give us a surprise. But is that the sort of celebration that God wants?" Francis asked a regular open audience in the Vatican. "No, Christmas is about listening to the silent voice of God," he said. "Please, I ask you, let us not turn Christmas into a fashionable event!" "It is not Christmas if we seek out the bright lights, if we load up on presents but then don't help even one poor person," said the Pope who is well known for his criticism of social inequality and injustices.

Merry Christmas but remember, the Pope says it's not about consumerism

As the hi-pitched, blockbuster V-DAY gets ready to freak out lovers of every shape, size and colour across Youngistan, the purists and old-fashioned brigade, zonked, continue to ask questions, has the innocent fun and gaiety, once shared by family and friends been totally overwhelmed by crass carnival-style commercialism?&nbsp; Is every festival &ndash; or Day &ndash; in recent times perceived as market-friendly opportunities by shrewd Event-Managers and choreographed in appropriately seductive manner, to hawk goods and services of every FMCG kind?&nbsp; Are these very special days on the annual calendar, nothing more than hi-end glam windows where tradition and religion tango with fun, food, fashion, masti and music in true Bollywood style?

&nbsp;

If &ndash; like the oldies and purists &ndash; you feel a cardiac coming on, you are forgiven!&nbsp;

&nbsp;

Fact is, there has indeed been a paradigm shift in the way our festivals pan out today in the public domain.&nbsp; It&rsquo;s a different blueprint.&nbsp; Unknown and little-known festivals &ndash; and Days &ndash; are suddenly crashing through the woodwork, raising their hands to be counted and gaining startling momentum.&nbsp; Regional ones are going Pan-India and the traditional biggies, such as Puja, Diwali, Dussehra, Holi, Christmas are veritable blockbusters!&nbsp;

&nbsp;

Ashish Nandy, the renowned and respected Behavorial Scientist quips, in amused fashion &ldquo;Festivals seem to get manufactured &ndash; or revived &ndash; each day, like FMCG products.&nbsp; The scale, variety and accompanying appendages are mind-bending.&nbsp; Even weddings seem to have entered this glam zone, frequently resembling showbiz events instead of dignified and austere, ritual &amp; ceremony.&rdquo;

&nbsp;

Nandy is right &ndash; and the reasons are there for all to see. We live in totally consumerist times where perception is reality and Brand, the new god!&nbsp; Also, the fact that India has more festivals than the rest of the world must be considered.&nbsp; In this scenario, the way they are presented &ndash; and consumed &ndash; remains the key factor in today&rsquo;s &#39;dikhawa&#39; universe. &nbsp;

&nbsp;

Sociologists believe that they can well indicate &ldquo;new-age markers with which to delineate contemporary history and economic life along with the shifting sands colouring society and culture.&rdquo; One of the biggest reasons, perhaps, lies in the character of today&rsquo;s cities, with its cosmopolitan nature where free mingling of people of different regions living and working in residential complexes is a given. So, over time, region-specific festivals, such as Puja, Onam, Lohri, Rakhee, Diwali, Pongal become open-ended affairs with everyone enjoying every festival, full-on! In some fashion, the celebrations help the uprooted, urban migrant bond, mingle and strengthen human relationship, something so critical in today&rsquo;s self-centred and self-absorbed times.&nbsp; It offers a sense of community oneness.

&nbsp;

Unlike sociologists, economists, however, worry that beyond identity and cultural values, festivals ultimately define big bucks and blatant, aggressive consumerism drive these events.&nbsp; &ldquo;Why. For chrissake, would festivals ever be conceived, built and presented around malls?&rdquo; enquires respected sociologist Shiv Vishwanathan &ldquo;and why do Pujas have celebrity, judges, special routes, pandals &amp; big-ticket Corporate sponsorship&rdquo; ask others. &nbsp;

&nbsp;

It&rsquo;s a complete designer and customised affair with all the paraphernalia in place. Created to woo the purchasing power of the gullible, glam-struck, new-age consumer who are bred and buttered on tradition and ritual influenced by the likes of Karan Johar and gang.&nbsp; Little wonder that today many of these non-North Indian festivals, for instance, Sangeet, Mehendi have gone solidly pan-India.&nbsp; While festivals get more assertive and pronounced, there seems to be a tendency of fusing trend with tradition, making them seem more like fashion statements than a reflection of values.

&nbsp;

However, everything considered, the fact is while festivals become carnivals, ramp-shows and sponsored programmes, muting the spiritual and religious content, it makes sense to do a reality check and realise that it&rsquo;s clearly a sign of the times we live in.&nbsp; In this scheme of things, cynics, critics and sceptics have no place. &nbsp;

&nbsp;

Besides, if this is the way today&rsquo;s generation wish to pray, eat and love, why shove something un-cool down their throat?&nbsp; They&rsquo;ll throw up!

&nbsp;

So what&rsquo;s the takeout?&nbsp; Simple.&nbsp; In today&rsquo;s non-negotiable, consumerist world, chill, go with the flow, groove &hellip; or move! &nbsp;

&nbsp;

(Disclaimer: The opinions expressed above are the personal views of the author and do not reflect the views of ZMCL)&nbsp;&nbsp;&nbsp;&nbsp;

While festivals become carnivals, ramp-shows and sponsored programmes, muting the spiritual and religious content, it makes sense to do a reality check and realise that it’s clearly a sign of the times we live in.

As the hi-pitched, blockbuster V-DAY gets ready to freak out lovers of every shape, size and colour across Youngistan, the purists and old-fashioned brigade, zonked, continue to ask questions, has the innocent fun and gaiety, once shared by family and friends been totally overwhelmed by crass carnival-style commercialism? Is every festival – or Day – in recent times perceived as market-friendly opportunities by shrewd Event-Managers and choreographed in appropriately seductive manner, to hawk goods and services of every FMCG kind? Are these very special days on the annual calendar, nothing more than hi-end glam windows where tradition and religion tango with fun, food, fashion, masti and music in true Bollywood style? If – like the oldies and purists – you feel a cardiac coming on, you are forgiven! Fact is, there has indeed been a paradigm shift in the way our festivals pan out today in the public domain. It’s a different blueprint. Unknown and little-known festivals – and Days – are suddenly crashing through the woodwork, raising their hands to be counted and gaining startling momentum. Regional ones are going Pan-India and the traditional biggies, such as Puja, Diwali, Dussehra, Holi, Christmas are veritable blockbusters! Ashish Nandy, the renowned and respected Behavorial Scientist quips, in amused fashion “Festivals seem to get manufactured – or revived – each day, like FMCG products. The scale, variety and accompanying appendages are mind-bending. Even weddings seem to have entered this glam zone, frequently resembling showbiz events instead of dignified and austere, ritual & ceremony.” Nandy is right – and the reasons are there for all to see. We live in totally consumerist times where perception is reality and Brand, the new god! Also, the fact that India has more festivals than the rest of the world must be considered. In this scenario, the way they are presented – and consumed – remains the key factor in today’s 'dikhawa' universe. Sociologists believe that they can well indicate “new-age markers with which to delineate contemporary history and economic life along with the shifting sands colouring society and culture.” One of the biggest reasons, perhaps, lies in the character of today’s cities, with its cosmopolitan nature where free mingling of people of different regions living and working in residential complexes is a given. So, over time, region-specific festivals, such as Puja, Onam, Lohri, Rakhee, Diwali, Pongal become open-ended affairs with everyone enjoying every festival, full-on! In some fashion, the celebrations help the uprooted, urban migrant bond, mingle and strengthen human relationship, something so critical in today’s self-centred and self-absorbed times. It offers a sense of community oneness. Unlike sociologists, economists, however, worry that beyond identity and cultural values, festivals ultimately define big bucks and blatant, aggressive consumerism drive these events. “Why. For chrissake, would festivals ever be conceived, built and presented around malls?” enquires respected sociologist Shiv Vishwanathan “and why do Pujas have celebrity, judges, special routes, pandals & big-ticket Corporate sponsorship” ask others. It’s a complete designer and customised affair with all the paraphernalia in place. Created to woo the purchasing power of the gullible, glam-struck, new-age consumer who are bred and buttered on tradition and ritual influenced by the likes of Karan Johar and gang. Little wonder that today many of these non-North Indian festivals, for instance, Sangeet, Mehendi have gone solidly pan-India. While festivals get more assertive and pronounced, there seems to be a tendency of fusing trend with tradition, making them seem more like fashion statements than a reflection of values. However, everything considered, the fact is while festivals become carnivals, ramp-shows and sponsored programmes, muting the spiritual and religious content, it makes sense to do a reality check and realise that it’s clearly a sign of the times we live in. In this scheme of things, cynics, critics and sceptics have no place. Besides, if this is the way today’s generation wish to pray, eat and love, why shove something un-cool down their throat? They’ll throw up! So what’s the takeout? Simple. In today’s non-negotiable, consumerist world, chill, go with the flow, groove … or move! (Disclaimer: The opinions expressed above are the personal views of the author and do not reflect the views of ZMCL)

Opinion: Valentine's Day and ways millennials wish to pray, eat and love

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