In today’s social media-dominated era, every scroll seems to lead to a product that a stranger on the internet insists is worth the investment. However, TikTok is ushering in a trend that challenges the relentless consumerism often found online. Enter: Underconsumption.
The TikTok viral underconsumption core is less of a trend and more of a return to a simpler time. Remember when your mom made you wear your sneakers until they were beat up? Or your favorite handbag that you proudly tucked under your arms until it finally gave up? The new underconsumption trend is just that. With literally everything in the world at our fingertips, available to be delivered to our doorsteps with a virtual swipe of our cards, the underconsumption trend urges consumers to refrain from giving in and impulsively hitting “add to cart.” Because, let’s face it, we don’t really need too many products in our wardrobes, homes, or on our beauty shelves.
@kbedfinance Underconsumption Core🌟 Just a reminder that you dont need to be buying a million products to feel pretty and to take care of yourself💁🏼♀️ #underconsumption #minimalist #femalefinance #budgeting #financialtransparency #savingmoney #CapCut ♬ original sound – speedz!
Underconsumption core is all about minimalism. It’s a lifestyle where you purchase only essentials and use them to their fullest extent. One TikToker exemplified this by sharing her minimal skincare routine with just three products: a handful of shower items, a small makeup collection, and a simple, though outdated, kitchen setup. Her message was clear: you don’t need an abundance of products to feel good about yourself.
The comments on these videos often fall into two categories. Some viewers praise the creators with comments like “underconsumption queen!” while others point out that this is simply regular consumption.
Both perspectives highlight a unique social media phenomenon where the pursuit of newness often leads to excessive buying. But do we really need multiple concealers, numerous pairs of shoes, and an array of handbags? Underconsumption core challenges this mindset by advocating for thoughtful, purposeful consumption. It doesn’t mean you have to be thrifty or sacrifice quality. In fact, one of the sub-trends is luxury minimalism—investing in high-quality, timeless pieces that you’ll cherish and use for years.
This trend didn’t appear out of nowhere. It seems to be the natural progression of a counter-movement that has been simmering on TikTok for years. Hacks for getting the most out of your products and using items until they’re completely worn out have long been popular on the platform.
Unlike deinfluencing, which emerged in late 2023 and focused on advising against unnecessary purchases, underconsumption core goes a step further. It promotes the idea of not needing to replace things with new alternatives—simply use what you have until it’s truly finished.
