In today’s digital economy, buying a product is no longer the end of a transaction—it’s often just the beginning of a social performance. A growing number of users, especially among Gen Z, are purchasing popular items only to later complain about them publicly on platforms like Instagram, TikTok, or X.

This trend, part of the broader "de-influencing" and “underconsumption-core” movements, reflects rising frustration with overhyped marketing and a desire to stand out in a saturated influencer market. What starts as a trendy haul video often spirals into a harsh review or a viral rant. The goal? Visibility, authenticity, and often, algorithm-boosted engagement.

Experts suggest these performative complaints offer emotional relief after impulsive buying or unmet expectations. Moreover, they challenge the social media cycle of positivity and promotion, creating a counter-narrative where critique equals clout.

Brands now find themselves navigating a space where even customer dissatisfaction is content - and where authenticity trumps loyalty.