Underconsumption Core isn't just another fleeting TikTok trend; it’s reshaping the way young consumers think about spending. Emphasizing frugality and sustainability, this viral movement encourages individuals to tap their existing resources rather than purchasing new items.
Originated partly as a reaction to rising economic pressures, the underconsumption core trend resonates particularly with younger generations, like Gen Z and millennials. These age groups are confronting daily financial challenges, prompting them to reconsider their consumer habits.
Take Ms. Marsha Ho, for example, who found freedom from the clutter of her online shopping habits through the underconsumption core trend. Once laden with unnecessary items, her transformation reflects the movement's core principles of minimalism and mindfulness.
For Marsha, shopping brought excitement and satisfaction—in the moment. But over time, the thrill was overshadowed by her growing “death pile,” comprised of clothes and accessories she barely used, leading her to ask, “What am I doing with all this?”
After discovering the underconsumption core on TikTok, she began to embrace the idea of buying less, leading to significant savings and more quality time spent on hobbies. Her savings have surged between $100 to $150 monthly, allowing her to invest more time honing her interests, such as crocheting.
This trend encourages consumers to hold themselves accountable through self-imposed challenges, like the no-buy challenge, which involves taking stock of non-essential purchases. Marsha's experience mirrors many others experiencing this economic shift, emphasizing patience and self-reflection.
Despite its benefits, the underconsumption core presents challenges, as some participants struggle against ingrained consumer habits. According to Jasmine Chin, who also adapted her spending with a “low-buy” challenge, impulses are hard to resist, especially when societal pressures constantly encourage buying.
During her challenge, Jasmine faced moments of temptation, but she learned the importance of deliberation: questioning whether she really needs something before opening her wallet. These reflections are proving valuable, as participants attempt to reshape their spending identity.
Experts agree the underconsumption core trend reflects broader economic realities. With many young people feeling the weight of financial hardship, such as rising living costs and stagnant wages, trends like this are surfacing as organic responses to socio-economic pressures.
For example, Aaron Chwee, Head of OCBC Bank’s Wealth Advisory, applauds this shift toward mindful spending as it aligns with solid financial planning. He emphasizes reducing unnecessary expenses can be liberally redirected toward savings or investments.
At the same time, there’s some concern over pushing oneself too hard. Financial Planner Douglas Boneparth highlights the need for balance, warning against feelings of deprivation leading to potential binge spending.
Despite these nuances, underconsumption is being celebrated on platforms like TikTok, with videos showcasing thrifted items and recycled products gaining traction. The hashtag #underconsumptioncore features nearly 39 million views, creating virtual communities advocating for mindful consumption.
Even as this trend grows, it's intertwined with others promoting sustainable living, like loud budgeting and de-influencing. Influencers often exemplify the core principle of wearing old, patched clothes instead of chasing after the latest fashion trends.
Taking cues from these digital influencers can be tricky. Many such content creators, including Christine Lan from Montreal, share their experiences with upcycling and sustainable living, diverging from consumerism.
Through social media, they provide visibility to sustainable lifestyles—one where aging or slightly worn items are badges of honor rather than signs of poverty.
This rebranding of sustainability promotes user-generated content where participants share their stories about ditching fast-fashion habits and reducing landfill waste. It allows the underconsumption core to redefine consumer exchanges, leading to conversations about how to maintain value.
Indeed, the underconsumption core trend not only speaks to financial prudence. But it's also advocating for environmental awareness, drawing young adults closer to valuing ethical sourcing and longevity.
Commenting on the broader effects, environmental experts note there's potential for new business opportunities, especially among companies focusing on repairs or second-hand goods. Consumer behavior may shift as people prioritize quality and sustainability over fleeting trends.
The conversations prompted by environmental advocates demonstrate no signs of slowing down. With continued focus on sustainability, organizations tapping this trend of conscious living can discover fresh opportunities for engagement.
Despite some criticism, the allure of underconsumption core lies within its layers of personal meaning and shared consciousness. Influencers, like Jennifer Wang—who focuses on educating followers about quality clothing—champion the movement as part of everyday life.
Wang notes many consumers have begun to embrace the philosophy of ‘buy less, but buy well’, seeking quality over quantity. This transformative mindset could reshape marketing strategies moving forward.
The balance between consumption and underconsumption will likely evolve as more social media trends emerge. That balance serves not only individual financial wellbeing but also promotes sustainability.
While the underconsumption trend may be met with skepticism, it's clear this approach is gaining traction. The practices it embraces find resonance beyond social media hashtags; they touch on broader societal questions of resource management, values, and happiness.
Its growth highlights changing attitudes toward material possession. While some may romanticize frugality, the essence of the underconsumption core extends far beyond mere nostalgia.
The experiences of participants like Marsha and Jasmine will undoubtedly influence the next wave of discussions around consumption. With continued economic uncertainty looming, it would not be surprising for new generations to follow their lead.
Even as the economic factors push the younger workforce to adapt their spending habits, the lessons learned could lead to more sustainable future practices. Trends like underconsumption core should propel society toward thoughtful spending principles, helping to prioritize values over possessions.
