If you’re on social media, more specifically Tik Tok, you might have seen the rise of the underconsumption core trend.
This trend is made of people highlighting a more minimalist lifestyle. It clashes with the opulence displayed on social media and the constant romanticizing of overconsumption through endless hauls of clothes, makeup, skincare, etc... But, is this a sign of a genuine shift towards sustainable living of just another fleeting trend?
Under-consumption is a used in opposition to over-consumption.
Overconsumption is “excessive consumption or use of something “. This notion is often associated with the environmental considerations of “consuming more resources than the planet can sustainably provide”.
On the other hand, under-consumption would refer to the economic notion of “the purchase of goods and services at levels that fall below the available supply”. But unless I’ve missed something, TikTok hasn’t triggered an economic downturn. So is what we’re talking about here truly undeconsumption of just ‘normal’ consumption?
Most of what is displayed in these videos are simply people using stuff for their intended purpose and length, rather than accumulating and/or replacing items at insane speed for the next, newest and shinier version.
So aren’t they just consuming normally? Well, in a world (and most of all online world) where overconsumption has been normalized and romanticized, we could argue that anything less than that is indeed under-consuming?
It all depends on where you are coming from. To some of us, it seems pretty basic to use what we paid money for, but to others, it might be less evident when you have so much stuff that you physically couldn’t use it all.
And that’s where the trend is actually interesting: it gives a little bit of the spotlight to more thrifty lifestyles. It resets the expectations, even if it only is for the time of one video.
I have to admit, I definitely think it is refreshing to see even a little bit more of this type of content. A lot of Social media platforms have become shopping platforms, with constant adds, paid content creators selling us stuff and even the majority of lives being these sort of shopping shows/hauls. It can feel suffocating at times, when some of us are using these platforms to unwind, have fun or even learn a thing or two.
The underconsumption core showcases minimalism, reuse and repair, which is fantastic! It is not really about being perfectly sustainable and owning the best products made of this great materials: it's about using what you have for as long as possible and reusing it in different manners. This is something everyone can do! That's why I believe it is quite positive and accessible. That habit alone can bring so much more satisfaction and well-being in the long run - as well as helping us save money!
It takes a burden off our shoulders: the social media pressure of having to be on top of things, often accompanied with the bitter feeling of missing out because you don't have the latest trendy pair of shoes or haven't visited Bali before you were 30... (lame right?) As unrealistic as it can be, social media is mostly about making us think we need to have or do this! Or else we'll never be fully happy.
So maybe (and some videos point out to it), along the way, this trend might plant seeds in the minds of those that are fully engaging with the dominant overconsuming mindset, to look at where they are at and check with themselves if that is really what they want and what makes them happy.
Constant advertising of unachievable lifestyle might be reaching some limits. Brands and influencers might have pushed it a bit too far, considering the current state of the world and its climate. Fashion alone is out of hands, with over 40 "seasons" a year, some brands are creating trends and products in and out so fast, it just doesn't feel like fashion anymore.
This underconsumption surge might be a sign that people are sick of endless marketing and spending their time online being pushed to consume. Young people are not relating to this this detrimental lifestyle that is sold to them, and quite understandably when they scroll from a haul of pointless products to the aftermath of Hurricane Milton or the deforestation in Brasil.
The catch? Well, it is still just a trend. And as much as us environmentalists want to see lasting change in culture and mindsets, trends are by nature: temporary. It might just as well be replaced by a new one in a few months, if not the very opposite (remember the radical shift from clean girl to mob wife?).
We can already see that some are missing the point. Videos show people throwing away half of their wardrobes because they were done with overconsumption and wanted to "start over". Although it misses the point of keeping current clothes in circulation and might just end up being a phase before they start buying more.
The thing is: sustainability is not and SHOULD not be an aesthetic, it is a method, a radically different way of approaching things, all things. It needs to be applied all throughout society, in our daily lives and at all levels, not just look a certain way and be pretty or cool.
It is fair to ask the “converted” in this trend if they truly seek to reduce, waste less and overall change the way consume? Or if they simply want to look like they do?
They might have one or two things they have had and used for ten years but do they need to be celebrated for that? Do they actually implement all these nice values to most of what they own? No one needs or can be perfect in an imperfect world. Yet, there is a difference between trying to fit in a trend and actually applying its concepts before and after it being popular online.
Another fair critic to this trend is the fact that is romanticizes something that isn’t a choice for everyone, and is not well regarded when it isn’t. Poor and low-income people have to be frugal and use things because they can’t afford not to do so. And it is understandably frustrating that it would be deemed cool or trendy when people make the choice of consuming less. These claims are all valid and highlight the fact that inequalities tend to be erased from debates around sustainability and responsible consumption. That said, frugality isn’t solely a forced lifestyle. It has always been a thing, even amongst people who could afford excess. It is a conscious choice and can be a very positive one.
Lastly, underconsumption, just like its sister and brother terms: deinfluencing, minimalism, zero waste etc... has one major flaw: it always emphasizes our individual responsibility and action as the main (if not only) tool to try and address issues that are systemic. Once again, it brings us back to our status of "consumer", not citizen, professional or active member of a community...
While claiming to address systemic issues, underconsumption fails to mention any collective actions or other form of engagement. As if there was nothing else we could do, or be.
And don't get me wrong, I do believe that we hold power through our wallets and what we buy: but definitely not enough to initiate the necessary changes needed in western culture. People need better tools than that to be able to talk about and address consumerism as a systemic issue.
In the end, this trend, can be seen as such: a tool to talk about overconsumption. Although fleeting and wrongly used by some, it has the merit of creating conversations and having people argue about interesting things online (for once). It is a great way of questioning:
And if it has helped even one person question their consumption habits, then it’s always done better than the any of the put a finger down videos on the platform.
