Underconsumptioncore: A Welcome Shift Away from Influencer Culture
The Rise of #Underconsumptioncore
TikTok’s latest financial trend, #underconsumptioncore, is about making the most of what you already have and rejecting the temptation to buy more (and more and more). That’s a sentiment with which I, along with many others, can strongly identify. For years, I’ve lived with less, adhering to a standard more in line with minimalism than overconsumption. But it’s a struggle, especially with the incessant shilling of everything from protein shakes to private vacation villas on social media.
A Backlash Against Influencer Marketing
I’m not the only one fed up with the barrage of influencer marketing. Social media trend expert and founder of trend newsletter After School, Casey Lewis, notes that "we are bombarded with shopping opportunities" and that it’s "sort of an arms race for consumer dollars." Despite my 16-year-old daughter’s opinion, I’m not alone in feeling overwhelmed by the constant stream of sponsored content. In fact, a report by Intuit Credit Karma found that roughly 2 in 5 Americans have purchased products advertised on social media in the past year, and nearly a quarter of them coughed up $1,000 or more on those purchases.
The Financial Impact of Influencer Marketing
A KPMG report showed that Generation Z, in particular, makes shopping decisions heavily driven by TikTok and Instagram, where influencer recommendations play a significant role. However, this trend is particularly concerning given that most Americans are living paycheck to paycheck, with consumers routinely spending more than they can afford on impulse purchases, many studies show.
The Rise of Underconsumptioncore
Given these economic conditions, the rise of underconsumptioncore is a welcome shift. This trend is about living more intentionally and sustainably, and it’s driven by a desire to reject the temptation to buy more. When personal stylist Allison Bornstein told me about it in 2023, I knew I was not alone in feeling seen.
Conclusion
Whether #underconsumptioncore is a mood or a movement is hard to say, but its impact is undeniable. As systemctl malaise persists, consumers are increasingly cash-strapped and their confidence in the economy is showing signs of strain. As such, the idea of underconsumption is cyclical, driven by macroeconomic conditions. It may be a movement born out of necessity, but its effects can be far-reaching and long-lasting.
FAQs
Q: What is #underconsumptioncore?
A: #underconsumptioncore is a trend on TikTok that encourages users to make the most of what they already have and reject the temptation to buy more.
Q: What is the impact of influencer marketing on consumer spending?
A: Influencer marketing can lead to impulse purchases, with many consumers feeling pressured to buy products they may not need.
Q: Is #underconsumptioncore a trend that is here to stay?
A: The lifespan of this trend depends on how long the economy continues to slow and incomes remain below price gains.
Q: What is the ultimate goal of #underconsumptioncore?
A: The goal of #underconsumptioncore is to live more intentionally and sustainably, and to reject the temptation to buy more.
