It is not a new movement, but on social media it is a new trend. What some might call a fleeting aesthetic label, the term 'underconsumption core' has gained significant traction online.
Creators on popular social media platforms such as TikTok or Instagram are repurposing older trends like Project Pan, a 'challenge' where people finish their products before buying new items. This time it could be part of a lifestyle change and not just a challenge.
'Underconsumption core' is a movement primarily driven by Gen Z that romanticises an aesthetic that showcases a way of living, characterised by buying fewer items or living a more minimalist lifestyle. The trend values utility and longevity of the products and, more importantly, intentional engagement with material goods.
Videos often include calm music, displays of neat rooms, and motivational quotes overlaying the video. The quietness of the videos is intended to reflect the potential peaceful lifestyle that comes with this trend.
Another big part of the movement is the 'de-influencing' trend. Content creators will typically go online and tell you which products are not worth buying, or they will normalise mundane activities like keeping the same smartphone for a few years or not buying another matching bed cover set.
This acts as a counter movement to hyper-consumerism, a cultural phenomenon that got exacerbated by social media. Sentiments of hyper-consumerism include the feeling of keeping up with the newest trends and endless fast-fashion hauls.
This shift from 'haul culture', a trend where influencers will show off a collection of newly-bought items, to underconsumption could in part reflect economic pressures, cost-of-living crises, or pressing environmental concerns.
This trend has been criticised for being a 'trendification' of regular consumer habits or a repurposing of the term minimalism. The debate arises whether or not 'underconsumption core' will actually make a difference or if the popular videos fall under yet another online aesthetic.
People are also criticising what seems like a privilege to some people, the fact that the 'challenge' at hand is to spend less. Some people cannot afford to overspend in the first place, and think of the trend as glorifying poverty.
The trend, however, does not idealise the lack of choice, but more so the intention behind a choice. In the first place, the trend should serve as a commentary on unsustainable practices.
In a society that is governed by visual media, people get tired of witnessing consumer patterns defining our identity. 'Underconsumption core' breaks the relationship between self-image and material possessions.
This new trend values functionality over quantity and helps rethink unnecessary material expenses. It remains to be seen if the practice will help shift cultural norms or not.
