Underconsumption is on trend!

It seems like every time one tunes into the Internet, a new trend is making the rounds—from brat summer to very demure. In fact, social media platforms like TikTok and Instagram have been blamed for perpetuating the ultra-consumerist culture we live in, as viewers increasingly buy into these short-lived fads. And it appears that ‘underconsumption core’ is the new hot trend, with more than 46.1 million views on TikTok. Creators are celebrating the repurposed and prolonged life of the goods in their homes, closets, and dressers—the more rugged the better!

Can this seemingly minimal trend help counter our traditionally wasteful patterns, though? The hashtag beckons users to show how they’re buying lesser and buying better—whether it’s sporting the same pair of sunglasses for eight years, or using every last drop of a beauty product. At its essence, it means making use of what you already own, not buying into every trend you see on social media and living with a sustainability mindset. Some trending content pieces are highlighting clothes worn to threads, almost empty makeup staples, and more near-death style items. Think almost empty lipgloss tubes and faded jeans mended with patchwork. Less is truly more when it comes to this kind of lifestyle, and it’s a trend we’ve all already adopted in some way or the other—we’ve all held on to some items way past their prime, from faded t-shirts that hold sentimental value to that one lip balm that’s made it’s home at the bottom of your work tote.

In many ways, underconsumption core is just common sense. Social media, influencer culture and a constant stream of shopping hauls have distorted our perceptions of what should be ‘normal’ consumption standards. Of course, minimalism is no new ideal, but there are a number of reasons why it’s trending right now. Younger generations, especially Gen Z, are facing more financial pressures in today’s economy, and consumers are becoming more conscious of the environment. This level of growing consciousness is certainly a driving factor in consuming less. This combined with the rise of thrift culture is fanning the sustainability fire. But as with many social media trends, there is a certain degree of performativity involved. Some of the users who have been posting under hashtag have continued to show off their shopping hauls afterwards. 

Like 2023’s de-influencing trend, which started with beauty influencers telling people which products they to not buy, underconsumption core is a pleasing antidote to the constant pressure to buy more on social media. At the very least, it can raise awareness and encourage people to rethink their consumption habits.

Feature image: Pexels

Also read: Could the viral ‘very demure’ trend be a reminder to not take things too seriously?
Also read: The ‘brat’ season is proof that we are officially in the era of bold minimalism