In a world increasingly dominated by influencer culture, a fresh trend on social media is radically challenging the consumerism narrative: it’s called "underconsumption-core." What began as a collective sigh of relief from the relentless pressure to buy more is rapidly gaining traction among younger generations, who are tired of the constant barrage of advertisements and the perception that happiness comes from purchasing the latest items on the market.
This movement is not just a quiet protest against the extravagant lifestyles depicted on platforms like TikTok; it’s a conscious choice by many to embrace minimalism, sustainability, and financial prudence. In an environment where the average consumer is bombarded daily by advertisements encouraging more spending, the voices advocating for underconsumption are refreshing and thought-provoking.
To give you a sense of the extent of this trend, there are over 5,000 posts on TikTok under the hashtag #underconsumption. Users are sharing their experiences of cutting down on purchases, opting for second-hand items, and delighting in the simplicity of life. They showcase curated lifestyles that prioritize quality over quantity, featuring thrifted clothes, pared-down skincare routines, and long-lasting daily essentials.
Adeline Um, a 27-year-old influencer, expressed her exasperation with the incessant promotion of new products. “It just gets so tiring watching people tell me that this is the newest thing that I have to buy,” she stated, reflecting a growing sentiment among users who want to break free from consumption-heavy lifestyles.
The cultural shift can also be seen as a backlash against the emotional manipulation used in marketing where people are led to believe their worth is tied to their material possessions. Beauty writer Laura Capon weighed in on this observation, remarking, “TikTok has turned almost everything into an opportunity for consumerism. Even going for a walk is a shopping experience.”
Young individuals are actively pushing back against these narratives. They are showcasing life hacks and strategies that emphasize saving money by purchasing less and finding joy in what they already have. Consumers are realizing that their sense of fulfillment can come from experiences, relationships, and self-care, rather than the accumulation of goods.
Alongside Um, NYC-based content creator Kristen B., at just 24 years old, has shared her own journey of underconsumption. In her TikTok videos, she emphasizes a skincare routine composed of only a cleanser, moisturizer, and retinol, surrounded by a minimally decorated kitchen—a stark contrast to the ostentatious displays commonly documented online.
“Just a reminder that you don't need to be buying a million products to feel pretty and to take care of yourself,” she notes, challenging the ingrained notions about femininity and beauty today. In a digital media environment rich with content that promotes excess, B.'s message stands as a beacon for change, encouraging individuals to embrace a simpler, less consumer-driven lifestyle.
Skeptics of the trend, however, argue that even the language surrounding underconsumption has become co-opted by influencer culture, and some proclaim that this focus on minimalism may simply replace one form of consumerism with another. Some internet users have debated whether advocating for 'underconsumption' could be characterized as just another trend—a means to stand out and garner attention amidst the noise.
Critics have also pointed out the irony in some influencers promoting a lifestyle of less while simultaneously engaging in branded partnerships with companies that thrive on high consumer spending. However, advocates for underconsumption maintain that it represents a deeper cultural shift about self-awareness and financial responsibility, one that speaks to a broader movement towards sustainability.
This growing phenomenon raises significant questions regarding the future of consumption, especially among Gen Z and Millennials who seek authenticity over material possessions. They argue that a life marked by excess doesn't correlate with happiness, suggesting instead that a life simplified can hold more value.
As consumers begin to alter their spending habits, brands are being urged to rethink their strategies, lest they lose relevance in a society that is shunning overconsumption. As Laura Capon commented, consumers are becoming aware of their emotional ties to their purchases. She adds a keen observation: “There are some real makeup addicts; it’s a crazy amount of overspending.”
The pivot towards an underconsumption lifestyle coincides with larger conversations surrounding mental health, capitalism, and environmental sustainability. Interestingly, as younger generations harness their growing influence on social media, they might just be onto a solution that benefits not only themselves but the planet as well.
Margaret Forward, a financial strategist, highlights the broader implications of this shift. “The underconsumption movement isn’t just about saving money or paring down. It’s about redefining what we value,” she emphasized. “It forces us to reconsider how we define success.”
The discussions prompted by this cultural shift remind us that there's a promising potential in reducing our consumption—not just for individual financial health but for society as a whole. By moving away from excessive purchasing, there’s hope for a more sustainable environment, less cluttered lives, and perhaps a newly defined happiness that is less contingent on material gain.
As we bear witness to the evolving narrative around consumption in the digital age, one has to wonder: can a balance be achieved where we celebrate simplicity while still appreciating the joy that certain purchases can bring? With voices advocating for underconsumption growing louder, society might soon find out.
Perhaps it’s time we reevaluate what we need versus what we want, and find a middle ground that values both sustainability and the pleasures of life. After all, contemplating how many skincare products truly contribute to our well-being may reveal that often, less is indeed more.
