IN RECENT years, TikTok has become a hotbed for trends that capture the attention of millions. From grocery hauls to makeup hauls, and even Shein hauls, users have been showcasing their latest purchases in flashy, eye-catching videos.
Despite the South African rand not stretching as far as it used to, people continue to find money to spend on these trends.
While TikTok trends can sometimes be questionable, some, like the bottle-saving method and envelope method, offer valuable insights.
However, a new trend is emerging on TikTok that challenges this norm: “underconsumption core”. TikTokers try to demonstrate the simplistic lifestyle and how they achieve it.
It involves tips and tricks about how people can live a more sustainable, low-consumption lifestyle while also saving money.
Instead of flaunting large hauls of clothing, makeup, or overflowing fridge shelves, users are now posting videos of thrift store purchases, modest wardrobes, and practical, well-used everyday items.
This shift in focus is not only fascinating but also reflective of broader societal changes.
Why is the underconsumption core gaining traction?
The rise of the underconsumption core can be linked to several challenges facing young people today, particularly Gen Z and younger millennials.
Here are some key factors driving this trend:
Economic pressures
With the cost of living rising and wages often not keeping pace, many young people are feeling financially squeezed.
The reality of student debt, high housing costs, and job market uncertainties makes excessive spending less appealing. Underconsumption core offers a way to navigate these economic challenges by promoting frugality and mindful spending.
Environmental concerns
The environmental impact of overconsumption is a significant concern for many in this generation. Fast fashion, for instance, is notorious for its detrimental effects on the planet.
By opting for thrifted items and reusing what they already have, underconsumption core adherents are making more sustainable choices that align with their environmental values.
@sabrina.sustainable.life I’m here for this trend because this is what my accounts alllll about ✨ sadly this is ~normal~ living, but in the age of social media and constant overconsumption its an important reminder 💕 #underconsumption #underconsumptioncore #deinfluencing #sustainability #sustainableliving #deinfluence #minimalist #deinfluencer ♬ original sound - speedz!
Social pressures
Influencer culture has normalised overconsumption by constantly showcasing extravagant purchases and luxurious lifestyles. This can create a sense of inadequacy among viewers who can't afford such lifestyles.
Underconsumption core acts as a counter-movement, pushing back against the pressure to keep up with unrealistic standards and instead celebrating simplicity and practicality.
Much like the de-influencing trend, which encourages people to think critically about their purchases and resist the influence of consumer-driven content, the underconsumption core is a reaction to the culture of overconsumption.
By promoting underconsumption, TikTok users are rejecting the idea that happiness and self-worth are tied to material possessions.
@planthemove I am all for this underconsumption core trend- aka normal consumption lol #underconsumption #underconsumptioncore #sustainable #sustainability ♬ Don't Know Why - Norah Jones
In one video, a TikToker explained why she’s all for this underconsumption core trend - aka normal consumption lol #underconsumption #underconsumptioncore #sustainable #sustainability, “I am actually spending WAY less already than last year on material items and way more on experiences, traveling, hobbies and spending time with loved ones!”.
Participating in underconsumption core
If you find yourself feeling the financial pinch or are simply tired of the constant push to buy more, this trend might resonate with you.
Here are some ways to embrace underconsumption core according to TikTokers:
Thrift shopping: Instead of buying new clothes, visit thrift stores for unique, affordable pieces. Thrift shopping not only saves money but also reduces environmental impact.
Modest wardrobes: Curate a capsule wardrobe with versatile, timeless pieces. Focus on quality over quantity, and choose items that you can mix and match for various outfits.
Practical purchases: Invest in well-made, durable items that serve a practical purpose in your daily life. These include kitchenware, tools, and other household items that you use regularly.
Reuse and repurpose: Before buying something new, consider if you can repurpose or reuse an item you already own. Get creative with DIY projects to give old items a new life.
Mindful spending: Take a step back before making a purchase and ask yourself if it’s truly necessary. Prioritise needs over wants and make conscious decisions about where your money goes.
Underconsumption core is more than just a trend; it’s a movement towards mindful, sustainable living that challenges the status quo of overconsumption.
By embracing this trend, you can take control of your finances, reduce your environmental footprint, and push back against the pressures of influencer culture.
Whether you’re thrifting, curating a modest wardrobe, or focusing on practical purchases, underconsumption core offers a refreshing, relatable approach to modern living.