Spoiler* You Probably Already Have Everything You Need
Finally, influencers who aren’t just selling you something are getting the limelight, as TikTok’s #Underconsumption core has 46.1 million views and counting. These slow-paced and aesthetic videos, often accompanied by Norah Jones’s song “Don’t Know Why,” celebrate the art of having less or just enough. They feature everything from nearly empty perfume bottles used for years to thrifted glassware and closets filled but not overfilled with secondhand and handmade clothing.
While TikTok has seen various ‘core’ trends, this one appears to have real staying power. It’s about time we start curbing our shopping habits, even if it takes the form of a 15-second video trend. I’ve seen my share of social media trends like “de-influencing” and “loud-budgeting,” which have come and gone. These trends typically featured influencers sharing what not to buy and which dupes were worth it. However, “underconsumption core,” which started trending in mid-July, feels different. What sets it apart is that the faces behind these videos are everyday people.
Celebrating normalcy is at the heart of “underconsumption core,” encouraging the online community to embrace a more balanced lifestyle. By tuning out the relentless push to buy from social media, we find the essence of this trending hashtag. It’s about acknowledging that we all strive to make coffee at home and become avid re-wearers while recognizing that we all have habits.
It’s also crucial to recognize that low-income families practice underconsumption out of necessity, a reality that has rarely been celebrated until now with its rise on social media. Emily Gordon-Smith, content director and sustainability lead at trend analysis firm Stylus, explained to WWD, “The term ‘underconsumption’ can be somewhat divisive, as it implies having less than needed. However, what we’re really observing is a shift towards consumers having just enough.”
This trend continues to gain traction, contrasting sharply with the high-consumption culture of fashion month, back-to-school shopping, and the constant influx of new microtrends. Yet, “slow shopping” has become increasingly relevant as inflation and financial advisors highlight the risks of impulse buying. I recently subscribed to the newsletter of Haley Sacks, aka Mrs. Dow Jones, and let’s just say that her finance courses and free resources have me actually believing ‘Finance is cool.’
I’ve learned a few valuable lessons from her and this TikTok trend: reflecting on my long-term goals, making lists, managing temptations, and tuning into my feelings. These are all helping me navigate the balance between having less and having just enough. If you’re into renting, this might resonate. Renting allows you to enjoy variety and satisfy your style cravings without the weight of ownership or excess.
While a closet full of luxury designer items is not the everyday normalcy we want to see in these videos, it’s important to remember that the clothes we rent have already been purchased. Their continued circulation ensures they’re used efficiently rather than being left unused. Embracing this cycle should become the norm, encouraging more thoughtful consumption. Renting prompts us to evaluate our needs and choose items with purpose, aligning with the core values of underconsumption.
How we spend is often tied to our sense of self-worth, with the notion that if we don’t own something, it doesn’t matter. However, being ‘normal’ means accepting that not everything needs to be owned, and there’s no shame in that. I’ve accepted that I don’t need new ballet flats just because I saw they made a must-buy shopping list when the pair I purchased last year barely saw the light of day. I don’t need to buy a new dress for my birthday; I’ll rent one instead and save some money. While trends like these eventually fade, if they inspire even a tiny shift towards prioritizing your wallet, the planet, and your mental health over the relentless drive of consumerism, they’ll have achieved something worthwhile.
Here are a few other articles to read and discuss:
TikTok Trend Underconsumption Core Ticks Consumer Concerns on Spending, Sustainability WWD
Tired of Influencers, TikTok Users Try ‘Underconsumption Core’ to Cut Costs NYT
-As always, elevate your wardrobe with respected fashion and embrace the shift in style.