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If we could sum up 2019 in influencer trends, it would be called the Year of the Flex—one-upmanship across all platforms: brazen, logo-flashing clean-out-the-mall shopping sprees; five-star, ends-of-the-earth, year-long, roundthe-world private jet expeditions; sparkling new gated community Mcmansion tours; sherbet luxury sports car acquisitions and giveaways. But as the world grapples with the Covid-19 crisis and comes to terms with a new normal, KOLS are pivoting hard—towards minimalist lifestyles, rural living and home cooking. Even Instagram eyebrows have gone soft. “Influencers now are aware of their audience and the power they have and they’re taking more responsibility in what they produce,” Taylor R says. “I think after the coronavirus, everyone is realising more than ever what’s important and that it’s the simple things in life that really matter. It’s becoming more apparent—what we actually really need and what we actually want to watch and what we actually want to put in our lives and do to the Earth.”