Wiki Article
Underconsumption core
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| Type | Social media trend |
|---|---|
| Platform | TikTok |
| First noted | 2024 |
| Related concepts | Deinfluencing, Minimalism, Anti-consumerism |
Underconsumption core (also stylized as #underconsumptioncore) is a TikTok-associated social media trend in which creators present “anti-haul” style content that emphasizes using, reusing, repairing, and repurposing existing possessions instead of buying new items.[1][2] Coverage of the trend has linked it to cost-of-living pressures, frustration with influencer marketing and shopping-haul culture, and sustainability concerns.[3][4]
While visually similar to minimalism, underconsumption core is distinct in its specific economic framing; it arose largely as a response to the global cost-of-living crisis, high inflation, and "influencer fatigue".[5]
Background and origins
[edit]The trend originated on TikTok in the summer of 2024. It is considered an evolution of previous online movements such as "de-influencing", where creators discouraged followers from buying viral products, and "normcore".[4] But unlike strict minimalism, which often prioritizes a curated, empty aesthetic, underconsumption core emphasizes utility and "lived-in" environments.
The rise of the trend has been linked directly to economic pressures faced by Generation Z and Millennials, specifically the post-pandemic inflation spikes and the rising cost of housing and consumer goods.[6] It serves as a visual counter-narrative to "haul culture," where influencers display large quantities of newly purchased clothing or cosmetics.
Definition and characteristics
[edit]Underconsumption core content typically contrasts with unboxing videos and “haul” posts by focusing on everyday signs of long-term use: worn clothing and shoes, older household items, minimal collections of toiletries or cosmetics, and second-hand or repaired goods.[1] Creators may highlight practices such as keeping products until they are used up, repurposing containers, and buying second-hand items instead of replacing them with new purchases.[3]
Commentary on the trend has also noted the irony of pairing “underconsumption” (a practice) with “core,” a suffix used on social media to label an aesthetic or identity, and the resulting emphasis on how frugality or reuse is presented visually.[2]
Interpretations
[edit]Economic framing
[edit]Some coverage has connected the trend to inflation, elevated prices, and financial stress among younger consumers, framing underconsumption core as a personal-finance-adjacent response to pressure to buy trending products and maintain curated lifestyles online.[3][4]
Environmental and sustainability framing
[edit]Proponents argue that underconsumption core promotes environmental sustainability by normalizing lower consumption habits and reducing waste. By framing frugality as an "aesthetic," it may make financial responsibility more appealing to younger audiences who are otherwise bombarded with advertisements.[7] Other reporting has interpreted underconsumption core as part of a sustainability-oriented pushback against fast fashion, overproduction, and disposable goods, emphasizing repair and longer product lifespans as a means of reducing waste.[1][4]
Criticism
[edit]Critics and commentators have argued that the behaviors presented as “underconsumption” can resemble ordinary consumption patterns or long-standing working-class and immigrant practices, leading to “normal consumption core” as an alternative label in online discussion.[1][2] Critics have argued that the trend can be performative.[4] Some commentators have noted the irony of wealthy influencers "cosplaying" poverty or frugality for views, a phenomenon sometimes termed "poverty cosplay."[8] Others contend that the need to label normal behavior (such as using a product until it is finished) as a "core" highlights how deeply entrenched consumerism is in digital culture. Mashable noted that by turning underconsumption into an aesthetic, it risks becoming "just another form of consumerism" where users feel pressured to buy specific "humble" items to fit the trend.[8]
See also
[edit]References
[edit]- ^ a b c d Chisholm, Anna (30 July 2024). "The 'underconsumption core' trend and how it's being embraced on social media". ABC News. Retrieved 27 December 2025.
- ^ a b c Radin, Sara (7 August 2024). "'It is OK to be content with your simple life': is 'underconsumption core' the answer to too much shopping?". The Guardian. Retrieved 27 December 2025.
- ^ a b c Paul, Trina (27 August 2024). "Can This Viral TikTok Trend Help Relieve Gen Z's Financial Stress?". Investopedia. Retrieved 27 December 2025.
- ^ a b c d e Chan, Emily (24 August 2024). "What, Exactly, Does Underconsumption Core Mean?". British Vogue. Retrieved 27 December 2025.
- ^ Beddington, Emma (4 August 2024). "Reuse that teabag! Ignore that special offer! It's time to join the underconsumer revolution". The Guardian. Retrieved 27 December 2025.
- ^ Ceron, Ella (16 July 2024). "Financial freedom or a trendy trap: What is 'underconsumption core'?". Quartz. Retrieved 27 December 2025.
- ^ Kuta, Sarah (27 November 2024). "Rampant consumerism is bad for the planet. 'Underconsumption core' offers an alternative". Grist. Retrieved 27 December 2025.
- ^ a b Silva, Christianna (8 October 2024). "'Underconsumption core' is just another form of consumerism". Mashable. Retrieved 27 December 2025.