The sudden dawn of the deinfluencer: can online superstars stop us shopping?

A backlash against overconsumption is spreading fast on social media. Is this the beginning of the end for our rampant, destructive consumer culture - or just influencing by another name? I am watching people I have never met cry at the smell of a perfume I have never smelled. But I want it, and I am not alone. When influencers began posting videos of themselves reacting with tears and evocative descriptions of a scent called Missing Person by Phlur, likening it to the smell of someone you love ...