### Why ‘Underconsumption’ is Trending
Young consumers are finding satisfaction in avoiding the usual shopping splurges that social media typically glorifies. This new trend, popularized on TikTok as “underconsumptioncore” or “meaningful consumption,” is redefining habitual buying patterns.
Take Natalie Rose, a TikTok user whose minimalistic approach is embodied by a small makeup bag containing just six drugstore products. Her shower essentials include merely shampoo, conditioner, and a CeraVe cleanser. This simplicity is captured in her content and set to upbeat tunes like Billie Eilish’s “Birds of a Feather.”
The aim isn’t solely to cut costs but to resist societal pressures to consume excessively, as highlighted by youth culture commentator Casey Lewis. This sentiment is echoed by Laura Capon, a beauty journalist, who points out that even casual activities like walking have turned into consumer experiences due to social media.
This shift isn’t entirely new; it follows last year’s “deinfluencing” movement, which urged followers to avoid unnecessary purchases. Factors such as high living costs and increasing debt among millennials have contributed to the rise of underconsumption.
Interestingly, not all underconsumption content aims to save money. Some creators advocate for high-quality items that last longer and reduce the need for frequent purchases. For example, a $75 Chanel foundation is recommended for its longevity, which reduces the need for multiple complexion products.
The beauty industry is partially keeping pace. Where the 2010s saw bold and heavy makeup trends, there’s now a shift toward a minimal look that emphasizes natural skin. However, the industry hasn’t slowed its product launch rate.
Some creators challenge the trend’s integrity by displaying second-hand purchases or joke about their ongoing large-scale consumption habits, calling their sincerity into question. While this trend may not signal a permanent change in shopping habits, it does indicate growing weariness of overly promotional social media environments.
Ultimately, the trend underscores a broader desire for authenticity and value over sheer volume, reflecting an evolving consumer mindset in the age of social media.
