Introduction: The Emergence of Underconsumption Core
In 2024, the underconsumption core has emerged as a lifestyle trend that focuses on minimalism, sustainability, and mindful living. It reflects a shift from materialism toward owning fewer but higher-quality items, repairing and reusing what we have, and making intentional purchases.
Influenced by economic pressures, climate change, and cultural shifts, this trend encourages a more deliberate approach to consumption. Underconsumption core builds on historical movements like minimalism and anti-consumption but has evolved in response to post-pandemic consumer behavior and growing environmental awareness.
Social media influencers have shown they have the power to influence consumer decisions — but a new trend is all about doing the exact opposite. | Source: TikTok
How can the Underconsumption Core be used to organize better?
1. Deliberate Minimalism: Instead of accumulating material goods, underconsumption core advocates for owning fewer, better-made items; promoting durability and long-term use over fast fashion.
2. Repair & Reuse: A major focus of this trend is extending the life of products. DIY repairs, upcycling, and embracing second-hand goods or thrifting reduce the need for new purchases and align with the principles of a circular economy.
3. Mindful Consumption: Consumers are repurposing old items and prioritizing need-based purchases, carefully evaluating whether something is essential before buying it. This reduces impulse buys and waste, encouraging more thoughtful decision-making.
4. Simplicity in Living: The trend also involves simplifying life by reducing reliance on unnecessary technology and conveniences. Minimalism in digital use and daily routines allows for more focus on what truly matters, fostering a calmer, more intentional lifestyle.
This trend can help you declutter your life! | Photo: Khongkit Wiriyachan/Getty Images
Drivers Behind the Trend
Environmental Impact: Growing awareness of waste, pollution, and climate change is driving people towards more sustainable living. The focus on reducing one’s ecological footprint is central to the underconsumption core.
Economic Factors: Rising costs of living and inflation have prompted many to reconsider their spending habits. Underconsumption core offers a path to financial security by encouraging savings and reducing unnecessary expenditures.
Cultural Shift: Younger generations are leading a cultural shift, valuing experiences and personal growth over material possessions.
Digital Detox: Reducing screen time and digital distractions is also a component of this trend. People are striving to minimize digital overload and enjoy a more mindful, present life.
Sustainability: Brands are adapting by offering sustainable products and services that cater to underconsumption values. Companies and businesses embracing circular economies are leading by example, promoting repairable, reusable, and recyclable products.
“Underconsumption core is a memetic antithesis to a consumerist hype cycle we have become accustomed to,” trend forecaster Shanu Walpita told the Guardian. | Corporate Knights Copyright 2023
Impact on Industries and Markets
Fashion: The fashion industry is experiencing a shift toward second-hand clothing, slow fashion, and capsule wardrobes. Consumers are moving away from fast fashion in favor of durable, timeless items that minimize waste and the need for frequent purchases.
Technology: Consumers are becoming less likely to upgrade gadgets regularly, opting instead for more durable, repairable devices. This movement helps curb e-waste and promotes responsible technology consumption.
Food & Beverage: Underconsumption core encourages consumers to choose locally sourced, low-waste products. There’s a growing focus on reducing food waste and supporting sustainable farming practices.
Travel: Staycations, eco-tourism, and slow travel are gaining popularity as people prioritize sustainable travel options over high-impact vacations. This shift reduces carbon footprints and emphasizes quality experiences over quantity.
Spending less is the new hot TikTok trend. It’s quality over quantity. | Source: BoF Team
What does the future hold?
While the underconsumption core has many benefits, it also faces criticism. For low-income communities, underconsumption is often a necessity rather than a choice, making the trend seem privileged. Additionally, an overemphasis on minimalism and austerity may create tension with industries that rely on consumer spending. Balancing conscious consumption with economic needs is a challenge, particularly for sectors like retail and manufacturing.
The underconsumption core is poised to reshape economies, industries, and cultural values as it continues to grow beyond 2024. By promoting mindful consumption and sustainability, the trend has the potential to address pressing global issues, including climate change, economic instability, and even mental health.
However, a balanced approach—one that ensures accessibility without promoting excessive austerity—is essential for its long-term success in creating a more sustainable future.
Targeted ads, sponsored posts, TV ads, billboards, special offers, recommendations, and even just the exposure to someone else living an enviable life- it’s exhausting, and people are ready to get over it. | Source
References
https://www.teenvogue.com/story/what-is-underconsumption-core
https://www.nbcboston.com/investigations/consumer/what-is-underconsumption-core-trend/3481369/
https://www.huffpost.com/entry/underconsumption-core-tiktok-trend_l_66b507bee4b044cc5e991b35
https://www.realsimple.com/tiktok-underconsumption-core-trend-8686942
https://qz.com/underconsumption-core-tiktok-trend-minamalism-spending-1851620855