Underconsumption Core: How the Minimalist Trend Is Challenging the Culture of Toxic Consumption

A new TikTok trend called “Underconsumption Core” is gaining traction online. This trend advocates minimalism and thrift, encouraging people to maximize the utility of their purchases and only buy what they really need, challenging the culture of consumerism.

Instead of showcasing large amounts of clothing, makeup, or crowded refrigerator shelves, users post videos that show thrift store purchases, modest closets, and practical, frequently used everyday items.

The rise of this trend can be linked to several challenges facing young people today, including increasing economic pressures, environmental concerns and social pressures, all of which particularly affect Generation Z and younger Millennials. If you’re also feeling financially stressed, this trend might resonate with you.

Similar to the de-influence trend, underconsumption also appears to be a reaction to overconsumption — particularly the way influencers have normalized it by posting haul videos. By encouraging underconsumption, online users reject and reject this aspect of “influencer culture.”

BORN OF NECESSITY

Young people are likely engaging in this to adapt to increasing financial pressures. For example, according to the Education Data Initiative, the average federal student loan debt balance in the United States is $37,574 per borrower. Student debt represents a significant financial burden, often forcing young adults to prioritize paying off debt over discretionary spending.

Inflation also continues to erode the purchasing power of Generation Z. While there are signs of economic relief, such as interest rate cuts in Canada, the cumulative impact of high prices continues to strain young people’s budgets.

Underconsumption at its core represents a growing awareness and adaptation to these economic realities, but that is not the only reason. Another driver of the underconsumption trend appears to be environmental awareness.

ENVIRONMENTAL CONCERNS

Mass consumption has led to significant environmental problems, including the generation of huge amounts of waste. In Chile’s Atacama Desert, an estimated 11,000 to 59,000 tons of old clothing are in a landfill. This is just one example of how excessive consumption harms the environment.

A report from ThredUp, an online vintage resale platform, found that 65 percent of Gen Z respondents wanted to shop more sustainably. However, a third felt “addicted to fast fashion,” and 72 percent said they would have shopped for fast fashion in 2022. Researchers at Sheffield Hallam University also found that 90 percent of university students bought fast fashion in 2022.

However, many of these consumers value sustainability and are actively looking for ways to act more responsibly. Our recent study found a steady shift in consumer attitudes towards sustainability practices, particularly in fashion. This is particularly the case with Generation Z, who rely heavily on social media for shopping inspiration.

As younger consumers become more aware of the environmental impact of their purchasing decisions, they are increasingly drawn to sustainable fashion content.

This shift in consumer mentality is consistent with the broader cultural phenomenon known as the “Marie Kondo Effect,” named after the Japanese organizational consultant. She is committed to only keeping things that bring you value and joy. Kondo’s influence has sparked a growing interest in conscious consumption.

However, it is important to note that in some cases sustainable consumer behavior is based on selfish rather than purely altruistic motives. By choosing to consume less or more mindfully, younger people can project an image of thoughtfulness, responsibility and uniqueness – qualities that are increasingly valued in the social media landscape.

HOW TO BECOME A HEALTHIER CONSUMER

If you’re interested in practicing healthier consumption habits, it’s important to understand how to maintain this lifestyle long-term. There are two main strategies you can use to achieve this.

First, find a way to strike a balance between frugality and quality of life to maintain your overall well-being. Research suggests that a mix of experiential spending (e.g. travel) and material purchases (e.g. a new smartphone) can lead to greater happiness and satisfaction.

Don’t completely forego material purchases in favor of experiences. Instead, a thoughtful approach that includes both types of spending, albeit at a lower level overall, is likely to produce better results. This approach focuses more on mindful consumption than blanket restrictions.

Second, try to focus on improving your financial literacy. Start by creating a budget that ensures basic needs and basic expenses are covered. Try to find out what types of financial products and solutions suit your specific needs. This will help you avoid overconsumption and make decisions that support long-term financial stability.

Those with greater financial literacy are better able to choose products that meet their needs and values, rather than falling victim to aggressive marketing or unnecessary features that can lead to overconsumption. For example, young consumers are likely to spend more on credit cards that offer attractive rewards, leading to overconsumption and strained budgets in the long run.

Although the underconsumption trend has potential benefits, it is important to approach it in a balanced way. While it’s important to combine healthy spending habits with financial literacy, it shouldn’t be about disadvantage. Instead, you should make informed decisions that align with your personal values ​​and goals. When done correctly, underconsumption can lead to financial stability and a more purposeful lifestyle.