Underconsumptioncore: A Shift Away from Influencer Culture
The Rise of #Underconsumptioncore
Recently, I posed a question to my teenage daughter: Aren’t we tired of influencers? She responded with a resounding "no." But I’m not the only one who’s fed up with the barrage of things I’m told to buy on social media. The rise of "underconsumptioncore" has come as a welcome shift away from influencer culture and has made me finally feel seen.
A Commitment to Living with Less
Years ago, I made a commitment to live with less. But adhering to a standard more in line with minimalism than overconsumption is a vow I’ve had to renew yearly, monthly, daily. Let’s just say it’s a struggle. Instagram doesn’t help. Increasingly, I’ve found the incessant shilling of everything from protein shakes to private vacation villas exhausting. Not to mention how this steady stream of influencer marketing is often at odds with my own lifestyle aspirations (and budget).
Pro Tips for Reducing Social Media Influence
Pro tips: I have a screen time limit set for Instagram, keep sponsored posts "snoozed" and regularly "report" ads that feel intrusive. Also, I follow "the 48-hour rule," which requires waiting at least two days before making any discretionary purchase, through social media or otherwise.
An Arms Race for Consumer Dollars
Although most Americans say they are living paycheck to paycheck, consumers routinely spend more than they can afford on impulse purchases, many studies show — particularly those advertised on sites such as TikTok, Instagram, and Facebook. "We are bombarded with shopping opportunities," said Casey Lewis, a social media trend expert and founder of trend newsletter After School. "Now it’s sort of an arms race for consumer dollars."
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 also something personal stylist Allison Bornstein told me in 2023, which has stuck with me ever since.
Conclusion
The timing is on point, given that consumers feel increasingly cash-strapped and their confidence in the economy is showing signs of strain, according to Brett House, economics professor at Columbia Business School. "It’s a movement that is cyclical, driven by macroeconomic conditions." Whether #underconsumptioncore is simply a mood or a movement, it’s still hard to say. But one thing is certain: the tide is shifting, and people are looking for a more sustainable and intentional approach to consumerism.
Frequently Asked Questions
Q: What is #underconsumptioncore?
A: #underconsumptioncore is a trend that promotes making the most of what you already have and rejecting the temptation to buy more.
Q: Why is #underconsumptioncore important?
A: #underconsumptioncore is important because it’s a shift away from influencer culture and towards a more sustainable and intentional approach to consumerism.
Q: How can I adopt the principles of #underconsumptioncore?
A: To adopt the principles of #underconsumptioncore, try setting a screen time limit for social media, keeping sponsored posts "snoozed," and regularly "reporting" ads that feel intrusive. Also, try following the "48-hour rule," which requires waiting at least two days before making any discretionary purchase.
