Underconsumption core is back as younger generations push back against consumerism

Anyone else enjoying watching people talk about their new 'underconsumption' habits?

The idea is promoting a lifestyle that rejects consumerism in favour of using what you already own - or simply finishing what you have before buying more of the same. 

Saving up to purchase say, clothes that are slightly more expensive but will stand the test of time - it’s the idea of buying quality over quantity so that it lasts as we move away from the fast-fashion hype.

The movement encourages sustainability, financial mindfulness, and simplicity, and it’s resonating with millions of users online who are clearly tired of endless advertisements urging them to buy more, more, more.

Underconsumption core is showing people how to naturally reduce waste and resist the cycle of constant buying. 

@theraisareyes Replying to @Maxine i’m going to make a YouTube video on this to explore it more deeply #underconsumption #underconsumptioncore #capsulewardrobe #capsulecloset #chic ♬ original sound - Raisa 🌹

Thousands of videos under this trend are being posted on TikTok, with creators using old or thrifted items, repairing what they already have, or even making minimalist lifestyle choices like owning fewer clothes or sticking to one beauty product until it’s finished.

This movement is emerging as a counterbalance to years of consumer excess fuelled by trends like “revenge spending” after Covid-19. 

I think it’s particularly resonating with people as we all continue to navigate the cost of living crisis too.

It offers practical inspiration while also addressing environmental concerns, such as reducing fast fashion and beauty waste.

1. Luxury Minimalism: Some creators are giving their take on luxury minimalism. This highlights owning fewer, versatile designer items that last years rather than chasing fleeting fashion trends. 
2. Everyday Frugality: Other creators focus on reusing and recycling everyday items, such as vintage glassware or secondhand furniture, showcasing their eco-friendly hacks.
3. De-Influencing: Underconsumption overlaps with de-influencing, where creators advise against buying overhyped products, choosing instead to share affordable, durable alternatives.

Underconsumption core is offering up a refreshing take on digital culture, reminding us to value what we have.

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