- Introduction: Is This the End of an Era of Overconsumption?
- Understanding "Underconsumption Core"
- The Evolution of Influencer Culture
- The Cultural Psychology of Consuming Less
- Real-World Examples: Underconsumption in Action
- Media and Messaging – Changing the Narrative
- Education and the Rise of Conscious Consumerism
- The Environmental Impacts and Climate Lens
- Potential Benefits and Future Outcomes
Introduction: Is This the End of an Era of Overconsumption?
We live in an age dominated by viral TikTok videos, content creators, and endless social media feeds, to a point where consumption is often seen as a badge of some sort of materialistic status. Getting your hands on a new smartphone, a collection of Stanley cups in different colours, and never-ending large hauls of clothing from fast fashion brads have long defined popularity. This has led a to a new kind of flex emerging – not consuming.
But, it would appear that things are starting to shift. The rise of underconsumption isn’t just a jab at mass consumerism, it’s a much needed reaction to economic pressures, environmental concerns, social pressures faced by young people today. I’ve seen on my social media feeds that the defining voices are from a mix of young adults, underconsumption influencers, and everyday TikTok users who are tired of treating shopping to an excess as therapy and who want better outcomes for their future, their purses, and the planet.
Understanding “Underconsumption Core”
What began as a new trend mocking the endless materialism of fast fashion and the beauty industry has transformed into a genuine ethos. “Underconsumption core” isn’t just about minimalist living or not buying anything at all, it’s a rebellion that’s been driven by:
- Student debt
- Financial instability caused by rising costs
- A desire for true happiness beyond materialistic goods
- Environmental awareness and climate change emergency
If you’re on social media a lot, like me, you will often see videos from creators, sometimes parodies, where creators proudly use the same well-used everyday items for years, refusing to buy new clothes, and showing their resistance to purchases that are not necessary like a third water bottle or another ‘limited edition’ lipstick.
This isn’t about being frugal for the sake of being frugal, it’s a response to a very real crisis.
The Evolution of Influencer Culture
If you think back to a decade ago, being an influencer was about selling a particular lifestyle: luxury travel, constant shopping, new clothing every week. But now?
Social media influencers have evolved a lot since then.
There is a new generation of creators that are emerging who are championing:
- Secondhand fashion (thrifted fashion)
- “Shop your closet” challenges
- Budget-friendly skincare / DIY Skincare
- DIY home repairs instead of designer upgrades.
There are some who are warning again overuse of buy now, pay later schemes, educating their followers about interest rates and personal finance (things we should be learning in schools), and sharing advise on healthier consumer habits.
The Cultural Psychology of Consuming Less
As humans, we are hardwired to seek dopamine hits, it makes us feel great and this is what is making us consume more…the rush. But more and more people are realised that the rush only lasts for a short time, but what you’re left with lasts longer.
Underconsumption allows:
- Less emotional clutter
- More intentional living
- Alignment with personal values
- Breaking free from peer-pressure
This approach is not only thoughtful, it reflects a deeper desire for a good quality of life, not just quanitity of stuff.
Real-World Examples: Underconsumption in Action
Here are a few examples that I have come across. I’m sure there are more than these but these come to mind:
- The Stanley Cup Backlash – I start with this one because I never made sense to me. Owning more than five Stanley cups is now seen as overkill. I recall seeing so many videos of people who bought one in various colours, proudly on show for anyone to see. Now, my TikTok feed is full of users mocking the idea that you need a new cup for each outfit. Creators are now highlighting the utility of one long-lasting bottle over purchasing every different colour available.
- The “No Buy Year’ Movement – This has started emerging on my feeds and I love it. From Reddit to YouTube to TikTok, creators are now sharing stories about not purchasing anything outside their basic needs for a whole year. The results? They save thousands, reduce anxiety and stress, and find joy in using what they already own.
- The Second-Hand Economy Boom – Ebay and Facebook Marketplace has been around for years but we have been seeing the rise in Apps like Depop and Vinted that are exploding. People can sell what they have instead of it ending up in a charity shop/landfill, find a style they like, and sustainability without fuelling fast fashion or mass consumption.
Media and Messaging – Changing the Narrative
Media companies and advertisers are noticing the shift and are starting to respond to it.
There has been some recent sustainable marketing campaigns – like Patagonia’s “Don’t Buy This Jacket” or IKEA’s “Buy Back Friday”, we’re seeing that the tide is starting to change.
Consumption itself isn’t being demonised, it is the mindless consumption that is being called out.
Finally, some brands are adapting; trade-in programs, repairability etc.
Education and the Rise of Conscious Consumerism
Educators and universities are starting to pay attention to what is going on. Sheffield Hallam University in the UK, has explored how younger consumers are developing new ways of ethical buying habits.
Conversations are now including:
- The ethical cost of fast fashion
- What the social impact is of mass consumerism
- Tools available for budgeting and financial planning
- focusing on purpose, not products
This shows that a generation is starting to focus on financial literacy, rather than just degrees. They’re looking at long-term value, and real-world outcomes.
The Environmental Impacts and Climate Lens
It’s almost impossible to talk about overconsumption without mentioning the elephant in the room: climate change. The fashion industry alone is responsible for 10% of global carbon emissions. Its water usage, dyes used in clothing, and shipping emissions all contribute to this carbon crisis.
Chile’s Atacama Desert is now a perfect example of what happens when the fast fashion industry keeps churning out mass produced clothes. This place is filled with discarded clothing from other parts of the world. When I mention that there is no such thing as ‘out’, this is exactly what I’m referring to.
Young adults are making quite a powerful stand by embracing underconsumption:
- They’re reducing their carbon footprint
- Pushing back on fast fashion trends
- Opting for sustainable options
- Using their platform to raise environmental awareness.
Potential Benefits and Future Outcomes
Could the underconsumption trend be more than just a TikTok phrase? It makes me wonder how it’s evolving. I’ve noticed the following:
- Encourages healthier consumption habits for longer term.
- Significantly reduce the financial burden from overconsumption
- Improve mental health by reducing the pressure from ‘keeping up’ with the latest trend.
- Focus on lifestyle joy rather than centring their lives around products.
Even if interest rate cuts happen or inflation cools, the scars of this economic moment may lead to a long-term change in behaviour.
It would appear that may young people are learning that consuming less actually means living more.
