Young adults on TikTok are pushing back against the rising cost of living, non-stop ads, and feeling exhausted by constant consumer pressures, leading to the "underconsumption core" trend where creators share examples of using old items and thrifting.
The new TikTok trend encourages users to use and appreciate what they already own, buy only necessary items, and challenges the idea of excessive consumption often promoted by influencers.
Sustainability influencers are encouraging followers to repair, repurpose, and buy only what they need, promoting mindfulness and "less is more" in a culture of excess.
The trend represents a shift towards minimalist living, sustainability, and quality over quantity.
The underconsumption movement advocates sustainable living as a practical way for Gen Z to manage finances and adopt environmentally friendly practices.
It encourages mindful and intentional shopping, and reduced emotional spending, particularly among young people, posing a challenge to the luxury fashion industry.
Initiatives promoting low consumption and sustainability appeal to a wider range of demographics, emphasizing the value of possessions and craftsmanship.
Unlike minimalism, underconsumption core does not require spending money to follow the trend, and it works with what the past provides, rather than looking towards the future.
Influencers and fashion designers are adapting to the consumer shift towards underconsumption-core and sustainability, with luxury brands offering discounts and focusing on timeless, sustainable items.
The trend towards sustainability and mindful consumption, with the mantra "buy less, buy better," resonates across generations, as seen in initiatives like "Mending 101" workshops.
This article was written in collaboration with Generative AI news company Alchemiq
Sources: France24, Times of India, The Guardian, Independent, Zeit, Forbes, CNBC, RTL, Manila Standard, FOX41 Yakima, FOX28 Spokane, IBTimes, Irish Examiner, Market Research Telecast, Happiful, Lifehacker, Daily Mail.