Exhausted by the rising cost of living in the US and constant advertising, some young TikTok users are rebelling. “When you feel like you're being sold something every second of your life and those things keep going up in price, people get tired of spending money,” influencer and financial educator Kara Perez told AFP.
Social media has long been dominated by picture-perfect homes, lavish closets, and an abundance of beauty products, but new trends are pushing the opposite: repurposing, living more frugally, and prioritizing quality over quantity.
Known as “The Core of Underconsumption,” the campaign focuses on living sustainably and making the most of what you have, setting itself apart from the excess and wealth that pervades ad-heavy Instagram and TikTok.
“When there are 300 videos on TikTok about someone having 30 Stanley Cups, you want as many as you can buy. People want to blend in,” said Perez, who reuses bottles as cups.
“I spent money I didn't have on things I didn't need,” wrote TikTok user loveofearthco in a video that has been viewed more than 100,000 times, criticizing the tendency to overconsumer that is often amplified and encouraged on social media.
Another account, “nevadahuvenaars,” shared pictures of “normal” spending, including second-hand furniture, modest wardrobes, decorative items made from recycled glass bottles, meal prep, and a downsized skincare collection.
Despite the economic hardships felt especially by Gen Z and millennials, the US economy is thriving, corporate profits are at record highs and store prices are soaring. In some ways, the continued economic and geopolitical uncertainty “almost feels like 'gaslighting' for consumers,” Tariro Makoni, a cultural and consumer marketing analyst, told AFP.
She argued that buy now, pay later (BNPL) plans, common in many young people's budgets, are exacerbating consumption and distorting access to wealth, but years of inflation have led many to conclude that they simply can't keep up with the spending habits of those they see in their social media feeds.
According to a Google Trends analysis, searches for “underconsumption” in the US hit an all-time high this summer, alongside searches for “overproduction” and “the Great Depression.” Andrea Chong, a UK-based influencer who recently shared an “underconsumptioncore”-style video of herself mending second-hand clothes, said many young people have developed an “obsessive behavior of spending every last pound on fashion items.”
Chong said it's an addiction tied to the pressure to “express yourself through what you own.” In contrast, Chong said the “under-consuming core” is a departure from the traditional core trend driven by influencers touting ever-changing buying agendas that embody the latest trends and aesthetics. She and Makoni agreed that the shift also reflects a growing demand for authenticity from content creators.
Now, “saving money is cool,” Makoni said. “We saw a very similar pattern after the 2008 financial crisis.” More than half of Gen Z adults ages 18 to 27 who responded to Bank of America's 2024 survey said the high cost of living is the biggest barrier to financial success, adding that many don't earn enough to live the life they want.
– Sustainability Concerns –
“The social media trend of 'underconsumption' is another way Gen Z is getting the most out of their money and going green at the same time,” said Ashley Ross, head of consumer customer experience and governance at Bank of America.
Younger generations are apprehensive about making sustainable choices, but their decisions are driven by a lack of financial independence. “Let's be honest, no one is going to change their GDP for sustainability. We don't live in that kind of world. The motivation for people to do these things has always been to save money,” Chong said.
But she told AFP the “low consumption” trend is ultimately the easiest approach for people seeking sustainability. The message is simple: buy less and better. Low consumption brick-and-mortar initiatives appeal to a wide range of demographics and generations.
Anjali Zielinski, 42, attended a Mending 101 workshop in Georgetown, Washington, D.C., hoping to learn a new skill. She brought her 7-year-old daughter, Mina, with her. She hopes the workshop will not only help her daughter unleash her creativity, but that the craft will also teach her “the value of possessions and the work that goes into making them.”
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