What People on TikTok Are Saying About Underconsumption

In a recent TikTok video, sustainability influencer Sabrina Pare reminded her 250,000 followers: “Remember, most of what you see online is not how people actually live.” While making her bed, she continued: “It’s okay to be content with your simple life. Buying clothes in bulk and constantly changing outfits is not normal, nor is it desirable.”

This is part of a new trend - “Underconsumption core” - that is spreading strongly on social media, a movement that encourages people to slow down, appreciate what they have instead of constantly chasing the latest items from Amazon, Stanley cups or expensive Dyson hair dryers.

The trend celebrates minimalism and frugality, encouraging people to maximize their purchases and buy only what they really need, in contrast to popular consumer culture. Instead of flaunting their lavish clothing and cosmetics purchases or stocked refrigerator shelves, TikTok users are sharing videos documenting thrifty shopping sprees, pared-down wardrobes and practical, everyday items that are used over and over again.

Pare says the videos in this movement highlight items that “might not be the newest, but still work ,” and describe how influencers are focusing on recycling, reducing waste, and extending product life cycles. Since mid-July, she has been sharing videos on the topic, aiming to change consumer perceptions — from the “deinfluencing” movement that calls for not buying, to celebrating items that have been used for years. In a recent video, Pare shows how to store knives to prolong their life. Her content isn’t flashy, but it has attracted nearly 15 million likes.

While TikTok is flooded with new “core” trends every day, calling for more consumption, “Underconsumption core” has become the center of attention. “The irony is that while the term ‘core’ refers to aesthetics, ‘Underconsumption core’ is a reality,” says Agus Panzoni, a trend expert at Depop. “The goal of the movement is not the appearance but the act and consciousness of consumption.”

“Underconsumption is a reaction to the hype cycle of consumerism that we’ve become so accustomed to,” says Shanu Walpita, a trend lecturer at the London College of Fashion. It marks a shift in mindset, as consumers begin to place more emphasis on quality and sustainability.

In part, this trend reflects the challenges facing young consumers, including rising economic pressures, environmental concerns, and social pressures—all of which are particularly impactful for Gen Z and younger generations. Burdens of debt often force young people to prioritize debt repayment over spending on other needs. In addition, inflation continues to erode their purchasing power, further squeezing their budgets, despite signs of a slowdown in interest rates.

But the reasons go beyond financial considerations. The trend toward thrifty consumption is also heavily influenced by environmental awareness. Mass consumerism has had a major impact on the environment, including the creation of tons of waste. In Chile’s Atacama Desert, an estimated 11,000 to 59,000 tons of used clothing are piling up in landfills, a testament to the pollution caused by overconsumption. According to ThredUp, 65% of Gen Zers want to shop more sustainably, although a third of them still feel addicted to fast fashion, and 72% have already purchased from these brands in 2022.

Despite the strong appeal of fast fashion, many young consumers are concerned about sustainability and actively seek to shop more responsibly. Recent studies have shown a shift in consumer attitudes, especially among Gen Z, toward sustainable practices as they become increasingly aware of the environmental impact of their purchasing decisions. This shift reflects a larger cultural phenomenon known as the “Marie Kondo effect,” which encourages keeping only things that truly bring value and joy.

The “underconsumption core” is not only driven by environmental consciousness, but also reflects a broader cultural trend, with more and more people looking to escape mass consumerism. Many people often buy things in hopes of finding fulfillment, but that feeling doesn’t last, and they fall back into an endless cycle of consumption. True happiness doesn’t come from trendy items, but from indulging in hobbies and passions, spending time with loved ones, and engaging in your community.

However, the trend has also caused controversy, with many arguing that its principles are not new, and that many communities have long adopted this lifestyle without any encouragement from TikTok. Some argue that "Underconsumption core" is a superficial approach, that using up a tube of blush before buying a new one or repairing an old pair of shoes is like covering a bullet wound with a Band-Aid.

While controversial, there's no denying that the trend is opening up an important conversation about how we consume and treat the environment, encouraging a more conscious and responsible lifestyle in an age of frenzied consumerism.