06: Let's talk 'Underconsumption Core'
Is the cost of living crisis becoming a trend?
What is it, and why is it a thing?
Do you ever feel the urge to keep up with the latest trends or purchase an item because it will, quote on quote, “change your life?”
Well, consumerism is a serious problem, and 76% of US consumers say they plan to spend as much or more on fashion in 2024 compared to 2023. Not to mention purchasing more shoes, beauty products, and home goods. What happened to when we were kids and had just two pairs of shoes and maybe one favourite cartoon character hoodie?
This is where the under-consumerism trend comes in. The name explains what it is, not indulging in buying things you may not need (no excessive shopping sprees). Honestly, I get it. I am tired of the fast fashion and the constant influencer marketing on my for you page. The trend is quite prominent on TikTok, with over 3k videos under the #underconsumption hashtag. Are we just feeling the pinch of the cost of living crisis and no longer feeling the need to engage with fast-fleeing trends, or is there more to this trend?
Use what you have!
Underconsumption encourages those to use items in their house for their intended purposes and not succumb to the latest TikTok trends.
Tiktok failed to load.Enable 3rd party cookies or use another browser
Users showcase drink bottles they have had for years, plates and even much-loved clothing pieces that may not be “trendy” but serve their functional purpose -encouraging sustainability.
The trends away from maximalist consumption come as economic conditions tighten around the world, and consumers become more educated about the social and environmental consequences of overconsumption and fast fashion.
TikTok users are supporting content that moves away from never-ending shopping hauls and lengthy skincare routines to indulge in a lifestyle that focuses on finishing beauty products, replacing items when they are broken, and not buying the latest advertised product. This strongly contrasts with the usual social media content often instigated by influencer marketing. So, many are simply emotionally detaching themselves from products.
Did it start with the ‘de-influencing’ trend?
Possibly. Influencers constantly promote their free PR packages and recommend all the goodies they receive. Instead, the de-influencing trend gave the average consumer on TikTok an honest review of the product without the contract. This hones in on the idea that were is a distorted perception of what is considered “normal consumption” on social media due to many users and brands encouraging and promoting mass consumerism within advertising.
Tiktok failed to load.Enable 3rd party cookies or use another browser
What is the difference between normal consumption and underconsumption?
Well, there's minimalist living and then the average consumer. To be honest, it is quite difficult to differentiate between these two types of consumption as defined by TikTok (people are calling it two different things).
From TikTok, I have gathered that these two types of “consumptions” can be divided into several different dot points.
Normal consumption:
One going-out bag (may have another for other occasions),
Two moistures,
One perfume,
One drinks bottle,
Nice things that are often second-hand,
Air drying clothes,
Thrifting clothes or buying a new piece only when needed.
Under consumption:
Grocery bags as rubbish bins,
One pair of shoes,
One every day all activities bag,
Mending and not throwing away,
Things that work but may not be aesthetic,
Mismatched cups and plates,
Adjusting pants - getting things tailored,
Wearing shoes until they have holes and fall apart,
Wearing clothes you bought regardless of the trends.
Minimal makeup collection, if not three items.
There is much debate about whether underconsumption or normal consumption (basically the same idea) is normal. Honestly, I think these are normal consumption rates, and it is sad that this has become a trend.
Help! How do I change my habits?
It is clear that there is a shift in thinking when it comes to making purchases with this new trend. On average, clothes are only worn seven times before being discarded, and we often only wear around 10% of our wardrobe when choosing our outfits for the day.
There are a few ways to change your thoughts when purchasing items:
Remove those influencers on your social media that you often find yourself giving into their brand collabs or large hauls of items.
Just like the saying, if it ain’t broke, don’t fix it; keep reusing the items in your wardrobe until they need mending.
Having imperfections on clothing items from wear does not mean throwing them out! Get it mended!
If you need to make a purchase, aim for durability rather than just aesthetics. Research the materials and look at customer reviews before clicking checkout. It is important to know that your items will last.
Shop second-hand if you must purchase - Goodwill or Depop!
Give yourself 48 hours before splurging—think about the item. If you have not thought about it again in 48 hours, it’s really not on your mind!
Actually, look through your wardrobe and the items in your home, and you may find some hidden gems!
Stop engaging in trends just because! Clothing should be seen as an investment.
Get a Deliberation Station Worksheet to help you decide whether you need it.
Try a 30-day style challenge - aim for a month of outfits from what you already own.
Ultimately, it begs the big question—do you really need it? Or do you have something similar already? I am slowly learning to become increasingly detached from material objects and embrace what I have already.
Have you given in to overconsumption recently? What are your thoughts?
