Yahoo Lifestyle Thousands Of Gen Z'ers Are Taking To TikTok To Share Everything They're *Not* Buying, And It's Kinda Refreshing To See
If you've spent any time scrolling TikTok this summer, you may have come across an "underconsumption core" video, a new trend where people are showing off how they consume less and more minimally.
Instead of filming shopping hauls, they show what they're not buying, like wearing the same pair of shoes until they fall apart, having only a small wardrobe of clothes, or keeping their makeup bag filled only with products meant to be used up.
In one video, Dominique Jonae (@dominiquejonae), a software engineer and content creator from Washington, DC, listed some of her underconsumption habits, which include keeping an older car, making coffee at home, having a minimal makeup routine, and having low-cost hobbies like camping and hiking.
"As a content creator, I've spent a lot of time on social media and have become acutely aware of how much content there is out there that encourages people to buy, buy, buy," she told BuzzFeed. "I participated in this trend because I wanted to contribute some content that reminds people you can still live a full and happy life by utilizing the things you already own and without constantly spending money unnecessarily."
On a platform like TikTok, where microtrends are born and cycle out faster than the seasons, many others have pointed out it's refreshing content to see.
The trend has also led many to reconsider their relationship with their consumption. Some have filmed themselves taking inventory of their products, decluttering, and donating what they don't need in an effort to be a more conscious consumer.
@daisyyluong / Via tiktok.com, @natsprojectpan / Via tiktok.com
Still, some have pointed out that many creators' "underconsumption core" examples, like using only a few products or living more frugally, are simply just what "normal" consumption looks like for most people.
"The 'underconsumption core' trend is just broke living packaged up to be palatable," @jessespinx, a 31-year-old from London, wrote in a TikTok.
Jess explained that while she agrees with the core principles of the trend — it's economical and sustainable — things like wearing clothes until they fall apart and using up products to their last drop are all things people with no money do all the time, not in the name of "underconsumption," but because they have no choice.
"It's crazy to me that what is most people's norm has suddenly become a trend because we're so used to buying things for the sake of buying it just because an upgrade is out or because it's in fashion," she said in the video.
Still, some have pointed out that the trend might not be bad for consumers overall, as it has led people to reevaluate their habits and spending, drawing attention to our culture's tendency to overconsume. "I think one of the most dangerous trends on TikTok right now is the underconsumption trend," Lauren Leavell (@laurenleavellfit), a 32-year-old small business owner, said in a TikTok.
Lauren doesn't mean that the trend is dangerous for those participating — she means it is dangerous to corporations who make more money when we aren't questioning how and what we consume. "It really normalizes being a regular-degular person. We get on social media and we're constantly being sold new things all the time. Buy this, get this haul, whatever. But most of us are not living that way," Lauren said in the video.
"Once you stop that overconsuming — those big hauls, constantly buying new things, or even the maintenance consuming of needing to get a new phone because yours is two years old, even though it works — you will completely shift your perspective on how you spend your money, how you spend your time and freedom," she continued.
Lauren explained that while she and her partner didn't grow up with the money, they were able to pay off $120k in debt in 32 months, leaving them debt-free, in part thanks to adopting their own "mindful" consumption strategy (as well as having stable, salaried positions). "I'm telling you that because, during that 32-month period, we didn't buy anything. We cut our expenses down to the lowest of the low."
"I would absolutely be lying if I told you at times it did not suck, like, it was really hard. But it also helped me realize how frequently I was buying new stuff to comfort myself as opposed to actually needing and wanting it," she explained in the video.
"It has been five years since we finished paying off all of our debt, and our lives are completely different because of it. I am not rich now by any means, but under-consuming, or mindfully consuming, has allowed me to create a life for myself that feels a lot more relaxing and a lot more free," Lauren explained.
Since "underconsumption core" took off this summer, I've only seen continued momentum with the trend. Like Lauren, the economic benefits of consuming less may resonate with young people. A 2024 Bank of America report found that two-thirds of Gen Z'ers (67%) are implementing lifestyle changes to adapt to rising costs, and over half (52%) report that the high cost of living is a barrier to their financial success.
"With this in mind, Gen Z is looking for smart ways to improve their financial health, and the ‘underconsumption core’ trend is striking a chord," Holly O'Neill, the President of Retail Banking at Bank of America told BuzzFeed. "Young people are now engaging with this trend because it’s more practical for their budgets and because they are conscious of the impact of overconsumption on the world around them."
Similarly, Dr. Jimil Ataman, an Assistant Professor of Sustainable Innovation in the Global Fashion Industry at the University of Alberta, explained that the trend allows young people, who are already yearning to find more ethical and sustainable solutions, to rethink their relationship to consumption and capitalism. Kinda like we saw here:
"'Underconsumption core' offers people space to try to regain some control (or sense of control) over the often overwhelming and distressing realities of contemporary consumerism and the environmental, economic, and social consequences of late-stage capitalism," she told BuzzFeed.
When I talked to the creators participating in the underconsumption trend, they echoed this sentiment. "There is marketing all around that tells us we need to buy certain items, clothes or makeup or telling us we need to spend money to go out and have a good time. This trend is showing people that this doesn't always need to be the case," Dominique (@dominiquejonae), the creator from the first video, told BuzzFeed.
I agree; it's been refreshing to open TikTok and see the rapid overconsumption in our culture being called out. But I wondered whether or not this trend really has a lasting impact, or like everything else on the app, just becomes another passing fad.
Dr. Jimil Ataman explained that the sheer number of videos alone shows that it's had a positive impact, and that's worth noting. "If someone makes one change to their consumer behavior for one season or one year, then that does have an impact." However, she also explained that by existing on a platform meant to commodify your attention and money, there's also a bit of a reverse effect to the "underconsumption core" mission.
"On a larger scale, the reality is that by using social media sites like TikTok to learn about anything — including 'underconsumption core' — it will inevitably be commodified," she said. "After all, these platforms are algorithmically designed to commodify our attention and persuade us to consume because that is how they make money."
It's kinda like a reverse uno — "underconsumption core," a movement to consume and buy less, still exists within the context of TikTok, an app that wants you to stay on longer and possibly even spend more money. By engaging, even if about under-consuming, they still have your attention and $$$.
Moreover, Dr. Jimil Ataman explained that the trend's potential to last has less to do with its importance or value than with the nature of social media. "Like the inevitable commodification of 'underconsumption core,' no trend lasts forever on social media because social media news is a constant stream of new content to keep us engaged on the apps and coming back for more day after day."
Still, Dr. Jimil explained that doesn't mean the trend doesn't have an impact even after it passes through the algorithm. "In my view, the 'underconsumption core' is a new iteration of anti-consumerism," she said. Dr. Jimil explained that, like the many waves that came before it — including minimalism, zero-waste, or, more recently, deinfluencing — they still influence individual practice, even if they're not the most popular on TikTok right now. "In some ways, I think we can think of 'underconsumption core' as one of many waves that invite people to practice consumption differently," Dr. Jimil said.
And beyond the financial or sustainable benefits of the underconsumption trend, Dr. Jimil explained there's a community benefit, too. "There is a lot of joy and possibility in shifting our daily relations with consumption, and I think people can find a lot of personal fulfillment from participating in a community of people focused on teaching and learning consumer practices."
"Often these benefits are very personal, which might not be visible or measurable, but are still valid and deeply influential in terms of a person's everyday life," Dr. Jimil said.
"That said," she continued, "'Underconsumption core' has a limitation that all consumer movements share, which is that it positions overconsumption as an isolated personal failure."
Dr. Jimil explained that trends like this suggest to the individual that the broader economic, environmental, and social issues connected to contemporary consumerism will disappear if they just stop consuming. "And that the only reason they haven’t yet, is because we are too easily swayed by the pressures of consumer desire. When in reality, living in the world today means being inundated with powerful and insidious forms of marketing, influence, and commodification that most of us will never be able to opt out of."
"The responsibility to change this is not only the burden of consumers to bear," Dr. Jimil reminded us.
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It's clear there are limitations to a TikTok trend, but overall, I'm happy to see more people engaging with their consumption habits, and questioning a culture that's always wanting us to scroll and consume more.
As Lauren (@laurenleavellfit) told me, "It may be a passing fad, but that doesn't mean the conversations being had don't have the potential to have an impact. If the underconsumption trend helps a few people reconsider their relationship with buying or makes someone feel better about the things they already have, that feels impactful to me."
That's kinda my stance, too — for me, the trend has made me question my habits when it comes to buying things I don't need, which feels positive. It may not be revolutionary, but talking about our culture's tendency to overconsume and seeing others embrace more normal consumption lifestyles — rather than endless haul videos or another video about the latest makeup product or fashion trend — is a nice reprieve. Of course, it's not all on us, as Dr. Jimil pointed out, but I'm happy to do my part.
