Underconsumption Core: The Rise of Mindful Consumption on Social Media

Have you seen the Netflix series Tidying Up with Marie Kondo? Marie Kondo is this Japanese organizing guru who's all about keeping only the stuff that makes you happy. It's a pretty cool concept.

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Now, contrast that with those TikTok haul videos, we've all fallen into watching. The ones where influencers show off their massive shopping sprees, pushing us to buy more and more of everything from clothes to couches.

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But here's the interesting part - in mid-2024, TikTok saw a new trend pop up. It's more in line with Kondo's philosophy, and they're calling it "underconsumption core."

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What is the underconsumption core?

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TikTok influencers are shaking things up. They're telling their followers to think twice before buying stuff. Instead of flaunting products from ultra low cost retailers like Shein and Temu, they're promoting Buy Nothing groups and encouraging people to appreciate their existing possessions.

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These influencers are challenging the culture of overconsumption by advocating for repairing or repurposing items rather than buying new ones.

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So, what's behind this 'less is more' movement? A couple of big factors are at play here.

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First off, young people are more eco-conscious than ever. They're waking up to how our shopping habits are hurting the planet. A ThredUp report found that a whopping 65% of Gen Z wants to shop in a way that's kinder to the environment.

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But it's not just about saving the planet. Money's tight too. With inflation going through the roof and student debt weighing them down, young adults, especially Gen Z, are feeling the pinch. Their wallets just can't keep up with the latest trends anymore.

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So, what's the solution? They're trying to strike a balance between saving money and the planet by engaging in mindful consumption.

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So should we completely abandon material purchases? Absolutely not. But we need to be more intentional about them.

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How can you avoid overconsumption?

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Here's how you can shop more intentionally:

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• Wait it out: Give yourself a day before clicking 'buy' on that online cart.
• Ask around first: See if your neighbors or local Buy Nothing groups have what you need before buying new.
• Make a wish list: Jot down things you actually need and want.
• Avoid the return game: Skip buying stuff you'll probably send back. It's a hassle and creates waste.
• Go secondhand: Check out thrift stores or sites like Craigslist. You'd be surprised what treasures you can find!

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We've also created a fashion deconsumption quiz to help you find the most sustainable, low-cost options for your fashion needs. Check it out here.

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