Underconsumption Core: the viral TikTok trend embracing sustainability & minimalist aesthetics

Is your TikTok “For You” page full of clothing hauls, gift guides, and fashion advice? Then, this trend could be worth noting!  A new TikTok movement known as underconsumption core has begun gaining traction online, racking up over 55 million videos in just over a month.

The #underconsumptioncore phenomenon is challenging longstanding feelings and attitudes toward consumerism, romanticizing he idea of buying only what you need, repurposing, and rethinking how you approach the purchase of material possessions. This trend, you could argue, advocates for the exact opposite of consumerism—sustainability.

Content creators know that finding your niche is critical, and if that involves showcasing your minimalist lifestyle or integrating sustainable design practices in your work—you could be onto a winner with this trend. 

While we’re undoubtedly witnessing a pulsating shift in consumer culture that prioritizes ethics and conscious consumption over filling one’s wardrobe—underneath its sustainable exterior, is this trend just as consumer-centric as the rest? 

Let’s dive into TikTok’s “underconsumption core” trend and examine how it’s influencing (no pun intended) everything from fast fashion to content creation.

Underconsumption is rooted in the idea that people don’t need to buy what isn’t necessary and should only purchase things they need. Underconsumption refers to purchasing fewer items and increasing the longevity of those you already own. As a lifestyle philosophy, few would disagree with the idea of underconsumption. Yet, ironically, it’s polarizing when you consider the plethora of TikTok videos of creators flaunting plenty of new fashion items, exclusives, and shopping content, much of which are synonymous with the early days of social media. 

While influencer marketing has exploded in recent years, with fashion and clothing brands capitalizing on TikTok creators’ often global audience base, it’s also presented the dilemma of creators accepting or refusing brand deals that earn them valuable income. 

However, recently the #underconsumptioncore hashtag has exploded, with creators finding innovative ways to showcase repurposed items, maintain a capsule wardrobe, or take viewers on a ‘day in the life’ as they embark on low-cost, sustainable activities. The underconsumption core tag on TikTok features roughly 45 million posts and counting, suggesting it occupies a solid position in the platform.

The point is that “underconsumption core” is a trend pulling social media’s glittery curtains aside, celebrating the art of making the best of what you have, and shunning the over-indulgent trends that once shaped social media. Creators are proudly promoting their well-worn possessions, sharing tips on extending their lifespan, and celebrating the beauty in imperfection. As a result, they’re influencing their—often hundreds of thousands, if not millions of—followers with ideas and habits that are the antithesis of overconsumption: finding value in what they have.

Several factors have contributed to the rise of this lifestyle and trend. Consumers everywhere are tightening their belts amid a persistent cost-of-living crisis that is not easing as quickly or emphatically as many would have hoped. Geopolitical and economic factors have made products—not just those in fashion—more expensive, ultimately leading everyday consumers to reassess and prioritize their spending habits.

Growing environmental concerns have also significantly dissuaded many from living a lifestyle that champions fast fashion. The industry is responsible for roughly 10% of global carbon emissions and is the second-largest consumer of water worldwide, according to the UN Environmental Programme (UNEP). Consumers are growing increasingly aware of the ecological impact of overconsumption and the carbon emissions and resources that go into the manufacturing, production, and distribution of clothing. There are also concerns about the ethical implications of fast fashion, which have also gained notoriety in recent years.

Moreover, there has been a notable value shift among younger generations, who statistically make up most of TikTok’s user base, with 18 to 24-year-olds occupying 38.4% (20.9% female and 17.5% male). Many reject the idea of accumulating goods and retail therapy as a key to happiness; instead, they prefer to seek fulfillment through experiences, meaningful connections, and buying products that serve a valuable purpose, not fill a temporary void.

This change in consumer behavior indicates a broader shift in other markets alongside fashion. According to recent research and statistics from used camera retailer MPB, a staggering 71% of consumers bought or sold used goods in the last year, underscoring a growing appetite for sustainable commerce and aligning closely with the ethos of underconsumption.

Consumer culture has evolved exponentially, particularly in recent years, with underconsumption trends a part of this broader shift. We’re seeing a surge in the popularity of the ‘re-commerce’ and second-hand product markets, with platforms like Vinted and Depop experiencing significant growth. The re-commerce market—which involves repurposing and sharing pre-loved and worn items to encourage circularity and improve their lifespan—is estimated to reach a $276 billion valuation by 2028.

Sustainable and ethical clothing brands are also attracting swathes of eco-conscious consumers, particularly in younger age brackets, as promoting quality and long-lasting items (while still seasonal and trendy) garners favor. The “underconsumption core” trend is all about living minimally and simplistically, but it also influences visual trends bilaterally. 

On TikTok, original content celebrating simple pleasures, authenticity, and minimalism has been on the rise. For instance, users respond well to content that features chic and carefully organized spaces with a select few cherished items rather than content that promotes excessive clutter.

This trend has undoubtedly made luxury fashion retail labels and brands take notice. Despite price hikes post-pandemic, several brands are now adapting, with some introducing steep discounts on luxury goods to lure buyers back and manage their excess inventory. These brands have historically relied on consumers making frequent purchases, and with sustainability and mindful purchasing now at the epicenter of consumer mentality, fashion brands must endeavor to align.

This evolving underconsumption trend presents challenges and opportunities for creators in the digital terrain. Their content strategies must be proactive and align with evolving consumer preferences, meaning that they must adapt their niche and style of content to suit the most relevant trends and buying preferences. This could mean that fashion creators could shift towards showcasing fashion Reels of repurposed or reused garments rather than new lines or exclusives. 

Visual artists and designers can also prioritize quality over quantity, emphasizing minimalist, long-lasting creations built to last rather than pieces that promote excessive consumerism. Tutorials and sponsored content on minimalist living, sustainability, and integrating underconsumption principles into daily life might also help creators stay relevant on the ‘For You’ page and contribute to positive change.

While the underconsumption aesthetic has been widely embraced, there has been some pushback. Some argue that the trend, somewhat ironically, invites unwarranted pressure to consume in the ‘right’ way, and deviating from that insinuates that consumers are not trying hard enough. There is also debate about the inherent privilege of some consumers in choosing to consume less when, for many people, buying clothes regularly is a necessity rather than a lifestyle preference.

Others rightfully point out that if underconsumption continues to an extreme level, it could damage economies and markets that rely on consumer spending. We already see this manifest in fashion and retail, but others could be in line for an unpredictable few years ahead.

It’s important to remember that overconsumption and underconsumption are two extremes of the spectrum. Rather than exclusively falling into one or the other, landing somewhere in the middle is a goal worth aiming for. As New York, London, Milan, and Paris Fashion Weeks kick off in September, it will be incredibly interesting to observe how more fashion brands adapt to this evolving consumer preference. 

The rise in underconsumption trends signals a considerable shift, granted, but it’s unlikely to topple consumer-driven models completely. Instead, it’s pushing us towards a more thoughtful way to preserve vital funds and occasionally treating ourselves to a splurge when the time is right.

The underconsumption trend is reshaping how we view our belongings, urging us to appreciate what we have and rethink our purchases. But embracing underconsumption doesn’t mean shunning new products altogether. It’s about finding balance—decluttering, repurposing, thrift shopping, and making thoughtful purchases that align with a sustainable lifestyle. This mindful approach can also be applied to your creative projects by incorporating sustainable marketing and design practices. Happy underconsuming!

While you’re here, check out these articles on the rise of sustainable advertising and how to leverage sustainable practices in product design!