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TheConversationCanada
Understanding ‘underconsumption core’: How a new trend is challenging consumer culture
By Omar H. Fares, Lecturer in the Ted Rogers School of Retail Management, Toronto Metropolitan UniversitySeung Hwan (Mark) Lee, Professor and Associate Dean of Engagement & Inclusion, Ted Rogers School of Management, Toronto Metropolitan University,
10 days ago
A new trend is encouraging people to maximize the utility of their purchases and buy only what they truly need. (Shutterstock)
A new TikTok trend called “underconsumption core” is gaining traction online. This trend champions minimalism and frugality , and encourages people to maximize the utility of their purchases and buy only what they truly need, challenging the culture of consumerism .
Instead of showcasing large hauls of clothing, makeup or over-flowing fridge shelves, users are posting videos showing thrift store purchases, modest wardrobes and practical, well-used everyday items.
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Underconsumption core represents a growing awareness and adaptation to these economic realities, but it’s not the only reason. Another driver of the underconsumption trend appears to be environmental consciousness.
Environmental concerns
Mass consumerism has created significant environmental problems, including the generation of vast amounts of waste. In Chile’s Atacama Desert, an estimated 11,000 to 59,000 tons of used clothing is sitting in a landfill. This is just one example of how overconsumption is polluting the environment.
As younger consumers become more aware of the environmental impact of their purchasing decisions, they are increasingly drawn to sustainable fashion content.
This shift in consumer mentality aligns with the broader cultural phenomenon known as the “ Marie Kondo effect ,” named after the Japanese organizing consultant. She is an advocate for only keeping things that bring one value and joy . Kondo’s influence has sparked a growing interest in intentional consumption.
However, it is important to note that, in some instances, sustainable consumption behaviours may be driven more by selfish motives than purely altruistic ones . By choosing to consume less or more mindfully, younger individuals can project an image of thoughtfulness, responsibility and uniqueness — qualities that are increasingly valued in the social media landscape.
How to be a healthier consumer
If you are interested in practising healthier consumption habits, it’s important to understand how you can sustain this lifestyle long-term. There are two main strategies you can use to do this.
First, find a way to strike a balance between frugality and quality of life to maintain your overall well-being. Research suggests a mix of experiential spending (such as travel) and material purchases (such as a new smartphone) can lead to greater happiness and satisfaction.
Don’t completely abandon material purchases in favour of experiences. Instead, a thoughtful approach that includes both types of spending, albeit at a reduced overall level, will likely lead to better outcomes. This approach focuses more on mindful consumption, rather than blanket restrictions.
Second, try to focus on improving your financial literacy. Start by creating a budget that ensures basic needs and baseline expenses are met. Seek to understand the types of financial products and solutions that fit your particular needs. This will help you avoid overconsumption and make choices that support long-term financial stability.
Those with higher financial literacy are better equipped to select products that align with their needs and values, rather than falling prey to aggressive marketing or unnecessary features that can lead to overconsumption. For instance, young consumers are likely to spend more on credit cards that offer attractive rewards leading to overconsumption and strained budgets over the long-term.
While the underconsumption trend offers potential benefits, it’s important to approach it in a balanced way. While combining healthy spending habits with financial literacy is key, it shouldn’t be about deprivation. Instead, you should make informed choices that align with your personal values and goals. Done right, underconsumption can lead to financial stability and a more purposeful lifestyle.
The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.
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