Shopping hauls, endless advertisements, 10-step skincare routines: social media and overconsumption often go hand in hand. But every once in a while, users try to break the cycle. The latest attempt has been dubbed ‘underconsumption core’, where TikTokers are promoting the concept of only buying what you need and using it until it’s finished or thoroughly worn out.
This includes wearing the same pair of runners for years, using every last bit of a skin cream before buying a new one, storing glass jars to reuse later, and upcycling clothes or furniture. These acts might seem pedestrian, but for people more involved on social media, it is a refreshing change from the usual pressure to amass huge collections of unused make-up or enough clothes to fill a store.
A traveller might take this approach by investing in good luggage that lasts for years, avoiding the temptation of flashy, cheap alternatives that fall apart quickly. Instead of constantly buying new suitcases, they choose durable, high-quality options that stand the test of time and miles travelled.
Trends away from excessive consumerism
Underconsumption core comes on the heels of last year’s ‘deinfluencer’ trend, where instead of promoting every freebie sent to them, content creators got real with followers about whether the products were worth their hard-earned cash. Some TikTok commenters have pointed out that the practice of underconsumption being promoted is ‘standard’ consumption, especially for low-income families.
Some view posting underconsumption core videos as a brag that the respective social media user considers themselves above following trends, rather than a genuine altruistic effort to do their bit in improving global conditions and encouraging others to do the same. Other participants misinterpret the trend and inadvertently promote unsustainable behaviour by throwing out products before they have been fully used up.
Commenting on the trend, one Tiktok user, Kathryn Kellogg said, ‘ I love that under consumption core is trending right now! Which is really just normal life’.
Additionally, underconsumption core isn’t always presented as a more affordable alternative to overconsumption. Instead, many TikTokers have folded it under ‘luxury minimalism,’ focusing on expensive designer products in their downsized collection of goods, reasoning that ‘better quality’ items last longer. For the savvy traveller, this might mean choosing high-quality luggage and travel gear that, while potentially more expensive upfront, proves to be a cost-effective and sustainable choice in the long run.