Inside the anti-propaganda trend taking over TikTok: Gen Z rejects Labubus, working a 9-to-5, lip filler and more

Find out what young people are rejecting as a part of a viral anti-propaganda trend.

Religion, Labubus, Dubai chocolate, clean girl aesthetic, AI art and working a 9-to-5.

These are just some of the things TikTok users are ditching as part of a new trend fighting back against “propaganda”.

The trend has been making the rounds on the platform with users posting lists of their dislikes labelled as propaganda that they’re “not falling for”.

Set to a remix of British pop star Charli XCX’s single I Think About It All The Time and featuring Bon Iver over a selfie-style video, it’s become a way for people to express their disdain for popular things and mainstream norms, such as marriage and liking Gracie Abrams.

TikTok users are posting lists of things they dislike. Picture: TikTok @dilfhonkers

Many are using the trend to call out problematic behaviour. Picture: TikTok @lil – sausage – patty

Thousands of videos have been posted as part of the trend with one user’s list including employment, working and studying receiving over 3m views.

“No genuinely can we just exist,” one user commented.

“Unfortunately I am falling for all of them,” another commented.

However some people hit back with one user commenting “can’t relate, I love my job.”

“You guys seriously need to find jobs with great people then you’ll understand the joy,” another commented.

One popular video with around 2m views called out casual racism, lip filler, and the trad wife lifestyle.

“Love my lip filler but yes to everything else,” one user commented.

“How does it feel to have the most correct opinions,” a second user commented.

On the flip side, some users are using the trend to share popular things that are worth the hype – including matcha, overdressing and digital cameras.

Even Charli XCX hopped on the trend. Picture: TikTok @charlixcx

On the other hand, many users are sharing the popular things they are falling for. Picture: TikTok @realburnttoasthehe

Even Charli XCX has jumped on board, posting a list of propaganda she supports including iPads, scientific skincare, self-love and “therapy but occasionally a psychic” in a now-viral video with almost 4m views.

“Not being obsessed with loving yourself is so, so real,” one user commented.

“Heavy on the scientific skincare,” another chimed in.

While mostly satirical, the trend has given people an opportunity to engage in conversations about conformity and challenge problematic behaviour.

Adelaide plus-size content creator Deanne Behmer. Picture: Instagram @thatfatbaddee

Ms Behmer said the new trend was a good opportunity for tough convos. Picture: TikTok @thatfatbaddee

Adelaide-based plus-size creator Deanne Behmer (@thatfatbaddee) posts body positivity content on TikTok, where she has almost 100,000 followers.

For the 36-year-old, the trend was an opportunity to “promote a good message” and call out body shaming and diet culture in the wake of the controversial chubby filter trend. 

“It makes it a bit light hearted and easier to talk about,” she said.

“And when you can pair it with your beliefs and things that mean a lot to you, it allows for deeper conversations.”

With body-shaming running rampant online, she said it was important to take a stand against harmful behaviour whenever possible.

“Larger bodies aren’t something that we should continue to make a joke of,” she said.

McCrindle social researcher Ashley Fell said the trend was a “values-based commentary” with a “deeper level of reflection” than a typical ins/outs list.

“It signals that young people, particularly Gen Z, are more interested in examining the why behind cultural trends than simply following them,” she said.

“The trend itself is a clever blend of critique and humour, allowing people to push back on societal expectations in more of a relatable way.

“As digital natives, Gen Z have grown up navigating a world of targeted ads and constant messaging about what they should want or do.

“This trend gives them a moment of control, a way to flip the script and say: ‘Actually, that’s not for me’.

“It’s not necessarily about rejection, but questioning whether models like marriage or the traditional 9-to-5 align with their needs and values.

“This trend reflects their desire to redesign their lives, to challenge default settings and create new, more flexible definitions of adulthood, work, and family.”