Do I Need It? ‘Underconsumption Core’ Trends on TikTok

Exhausted from the rising cost of living in the United States and bombarded by non-stop advertisements, some young adults on TikTok are pushing back.

“When every moment of your life feels like you’re being sold something and the price of said item keeps going up, people will burn out on spending money,” said Kara Perez, an influencer and financial educator.

Social media platforms have typically been dominated by picture-perfect homes, lavish closets, and an abundance of beauty products. However, a new trend is shifting the focus, urging repurposing, more frugal lifestyles, and prioritizing quality over quantity.

Known as “underconsumption core,” this trend emphasizes living sustainably and using what you already have, contrary to the excess and wealth often highlighted on Instagram and TikTok.

“When you get 300 videos on TikTok about people who have 30 Stanley cups, you want to have as many as you can afford. People want to fit in,” said Perez, who repurposes jars as cups.

A video with over 100,000 views from the TikTok user loveofearthco critiqued overconsumption often encouraged on social media: “I spent money I didn’t have on things I didn’t need.”

Another account, nevadahuvenaars, shared what “normal” consumption looks like: used furniture, a modest closet, decor upcycled from glass bottles, meal prep, and a downsized skincare collection.

Despite financial hardships felt particularly by Gen Z and millennials, the US economy is thriving with record corporate profits and higher prices on shelves.

“In a way, that feels almost ‘gaslighty’ to consumers,” during a period of economic and geopolitical uncertainty, according to culture and consumer marketing analyst Tariro Makoni.

She argued that Buy Now, Pay Later (BNPL) plans adopted by many young adults exacerbate consumption and distort access to wealth.

However, years of inflation have forced many to conclude that they cannot keep up with the spending habits showcased on their social media feeds.

A Google Trends analysis reveals that US searches for “underconsumption” hit a high this summer, surfacing alongside queries about “overproduction” and the “Great Depression.”

Many young adults have developed a “compulsive behavior to spend down to their last pound on a fashion item,” said UK-based influencer Andrea Cheong, who recently shared an “underconsumption core” style video of her mending old clothes.

It is an addiction tied to the pressure “to articulate who we are through possessions,” Cheong noted.

In contrast, “underconsumption core” departs from traditional trends promoted by influencers, who often push for an ever-changing buying blueprint embodying the latest trends and aesthetics.

She and Makoni agreed that the shift reflects increased calls for authenticity from content creators.

Now, “conserving is cool,” according to Makoni. “We saw very similar patterns after 2008” during the financial crisis.

Over half of Gen Z adults—aged 18 to 27—polled in a 2024 survey by Bank of America cited the high cost of living as a top barrier to their financial success, with many adding that they do not make enough money to live the life they want.

“The social media trend of ‘underconsumption’ is another way for Gen Z to make the most of their money and be environmentally friendly at the same time,” said Ashley Ross, head of consumer client experience and governance at Bank of America.

While younger generations worry about making sustainable choices, a lack of financial autonomy often drives their decisions.

“Let’s be honest, no one’s gonna change their GDP for sustainability. We don’t live in that world,” said Cheong. “The motivation for people to do these things has always been to save money.”

She believes that “underconsumption” trends ultimately offer the most accessible approach to sustainability for those who seek it. The message is simple: “Buy less, buy better.”

Low consumption brick-and-mortar initiatives are casting a wider net across different profiles and generations.

Anjali Zielinski, 42, joined a “Mending 101” workshop in Georgetown, DC, bringing her daughter, Mina, along.

Besides providing an outlet for her daughter’s creativity, she hopes the craft teaches her the “value of our possessions and the work that goes into them.”

Source: AFP