Underconsumption Core: The TikTok Trend Being Embraced in 2024
Is underconsumption the new “it” thing? You’ve probably seen it all over TikTok: people choosing fewer products, opting for only essentials, and thinking deeply about every purchase. This trend is more than just a hashtag—it’s reshaping how teens look at fashion, beauty, and even their approach to everyday life. Here’s everything you need to know about underconsumption and why it’s more than just a fleeting TikTok trend.
What is Underconsumption, and Why is It a Thing?
Underconsumption is all about taking a mindful approach to buying. Unlike the classic haul videos and shopping sprees that used to dominate our feeds, the focus now is on buying less, but with purpose. Teens are showing off smaller wardrobes, simplified skincare routines, and talking openly about saving money for experiences rather than stuff. This trend encourages people to think twice before buying that new shirt or eyeshadow palette and to consider if they really need it or if it will add value to their lives.
Why Are Teens Choosing Underconsumption?
There are a few reasons underconsumption has caught on, and it’s not just about saving money. First, there’s a massive push for sustainability. Gen Z is hyper-aware of climate change and the impact of overconsumption on the planet, so making fewer, more meaningful purchases feels like a simple way to make a positive impact.
Then there’s the “goodbye clutter” vibe. Less stuff means less stress for a lot of people. We’re all pretty used to Marie Kondo’s idea of only keeping things that spark joy, and underconsumption takes that to the next level. Instead of constantly upgrading or swapping out what we own, the focus is on finding what we truly like, sticking with it, and getting the most out of it.
Underconsumption in Fashion and Beauty
Fashion and beauty TikTok have changed big time with underconsumption. Fashion creators now showcase capsule wardrobes, which are limited collections of pieces that can be mixed and matched endlessly. The idea? Fewer pieces, more options. Capsule wardrobes might include five basic tops, three bottoms, and two jackets—no fluff, just versatility.
In beauty, this means sticking to one skincare routine rather than trying the latest trending serums or creams every other month. Skincare lovers are focusing on the products that genuinely work for them, instead of overloading on an endless array of lotions and potions. It’s all about quality over quantity!
Why Underconsumption Matters
With underconsumption, teens are challenging a consumer culture that has always told us to “buy more.” There’s a powerful message here: we don’t need to consume excessively to be happy or fit in. Whether it’s feeling content with a single moisturiser that works or styling the same jacket a dozen different ways, underconsumption is about prioritising what feels right rather than what’s popular.
Could Underconsumption Be a Long-Term Shift?
Underconsumption is here to stay if Gen Z has anything to say about it. It’s more than just a TikTok trend; it’s a lifestyle change that’s easy to follow, sustainable, and makes total sense. With money saved on fewer purchases, teens can focus on experiences, like concerts, travel, or even just a killer meal with friends. And instead of feeling the pressure to follow every single trend, underconsumption lets you create a style that’s all about you.
Want to Get Started with Underconsumption?
If underconsumption sounds like a vibe you’re into, here are some easy ways to start:
- Try a Capsule Wardrobe: Start with a few basic, high-quality pieces that you love and that work for multiple occasions. You might even find you don’t need as many clothes as you thought!
- Go Minimal with Beauty: Stick with products that are tried and tested. A good cleanser, moisturiser, and SPF might be all you need.
- Budget for Experiences: Save up for something meaningful instead of spending on small, impulse buys. It could be a festival ticket, a weekend trip, or even an online course.
- Say No to Pressure: Remember, it’s cool to buy things you genuinely like and will use often. If it doesn’t serve you, skip it.
In a world full of trends, underconsumption stands out because it’s based on values and choices that feel personal, sustainable, and meaningful. So if you’re over the “more is more” lifestyle, join the underconsumption movement and redefine what happiness, style, and self-expression look like for you.