Have you heard about the latest TikTok trend, "underconsumption core,"? It’s gaining popularity online by promoting minimalism and frugality. Content creators are sharing their minimalist makeup collections, capsule wardrobes, and decades-old products which they continue to use instead of buying the latest gadgets. They offer tips on maximizing the utility of existing possessions and purchasing only what is truly necessary. Many creators also reflect on how they've been influenced by consumerist messaging and culture often from the very platform they’re using, that led them to buy things they didn't really need.
A dominate hashtag within this trend is #Projectpan, used when content creators commit to using their make up until they “hit pan” and have completely finished the product before buying a new one. This is in stark contrast to the vast make-up collections that are often proudly shared on social media and the hype when new products are released.
Thrift store finds, modest wardrobes, and practical, well-used everyday items—sounds like the direction we should be moving in, right? However, before we celebrate this shift in consumer behaviour, it’s important to reflect on what’s truly driving this trend.
Are these trends informed by environmental considerations?
Sustainability is not openly discussed as a primary motivation for these trends. In fact, there is little mention of sustainability, and these trends are not exclusively followed by a niche group of creators. This is particularly interesting, given that Gen Z is frequently described as being driven by sustainability - yet this motivation doesn't always appear in their purchasing decisions (as seen with the rise of fast fashion brands like Shein and Temu). Could this be another example where sustainability is not the primary driver for the younger generation?
There is a growing awareness that we are being pushed to consume far more than we need - often without realizing it.
Owning 15 blushes or face creams can seem normal until you recognize that it’s impossible to use them all before, they expire. While it becomes obvious when you struggle to get through the products in your drawer, the constant messaging from every platform encouraging you to buy the latest "must-have" makes it easy to justify adding just one more. It's only when someone points out that this might be excessive that people begin to take stock and realize it is overconsumption.
A false economy narrative is being challenged.
There's often an argument that people with lower incomes cannot afford to shop more mindfully and responsibly because these items tend to be more expensive when they account for environmental and social considerations. However, this trend highlights how the money spent on numerous items, many of which are rarely used, can add up to significant sums. Social media often promotes cheaper items, making each purchase feel like a small investment, until you realize you have hundreds of them and only use a few. By buying less but spending more per item, there would likely be no loss of functional benefit; in fact, people might save money in the long run. Often, cheaper things are not built to last and need to be replaced sooner. As my mom used to say, "We are not rich enough to buy cheap things," referring to this very concept of a "false economy."
Perspectives often differ.
Some creators (seemingly those from wealthier backgrounds), have described underconsumption as the "glorification of poverty." Could this be how lifestyle changes toward more mindful consumption are perceived, making it challenging for brands to promote?
We no longer agree on what is normal.
The underconsumption trend highlights what constitutes normal consumption for most people, revealing a stark contrast between the lifestyles promoted online and the reality for the majority. It seems we no longer share a common understanding of what is "normal." Today, normal is not enough; excess has become the baseline, and aspirational lifestyles have reached a whole new level. Research on this phenomenon of "normalization" shows that social media and social validation are incredibly powerful, with consequences that extend far beyond a passing habit or temporary obsession.
Recent research from Oxfam shows that the top 10% is responsible for 50% of global emissions and you really do not need to be a millionaire to be in the top 10% - if you have cash and assets totalling £48,300, you are up there!
It's concerning that underconsumption has become a trend.
A trend is by its nature, a passing temporary idea that will soon be replaced by another obsession. What will the next big thing be once we get bored of decluttering videos?
In the context of economic challenges and rising cost of living pressures, are people being pushed to overspend because excessive consumption is "normalized" by the most privileged, who can afford to buy things they may never use? What roles do brands and marketing play in fuelling this "normalization" of unaffordable lifestyles? How can brands reframe their business models and communication to encourage mindful spending - an approach we all need to shift current trends in a more sustainable direction?
Arguably, the biggest challenge to decarbonization and keeping our economy within planetary boundaries is finding business models and shaping messaging that normalize lifestyles and choices without pushing us over economic, social, and environmental cliff edges.
You have come to the place for thought leadership.
