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The viral underconsumption core trend explained

Written by:
Staff Writer

Underconsumption core is a recent trend that has gained social traction on TikTok and other forms of social media. This new movement encourages minimalism, frugality, and mindfulness in consumption. Participants in this trend focus on maximizing their purchases in terms of utility and longevity, and buying only what they really need.

What is underconsumption core?

Underconsumption core is a trend that focuses on a minimalistic lifestyle and rejects the current culture of overconsumption. It focuses on using your old items through their natural life cycle, repurposing the things you already own, and buying only what you really need. 

Participants don’t partake in impulse shopping and instead focus on mindful purchases. They place greater emphasis on taking care of their possessions so they last for a long time. The goal here is to truly appreciate each item you have that serves a purpose or adds some value to your life.

How does it work?

On social media, users who follow this trend share a variety of ways to participate in this trend. Participants in underconsumption core:

  • share their reusable items on social media, and show others how to maximize the utility of things they already own. For example, a metal water bottle used for months or years is better for your budget and the environment.
  • show how to repair or repurpose things, often in creative ways. You can find a way to extend the life of an object by repairing it, or get creative to repurpose things and give them a new life.
  • share tips on how to care for items and maintain their quality over the lifespan of the product. Many things we already own may be good and useful for a long time if maintained well, be it clothes or appliances. Proponents of underconsumption core also share their vintage or thrift store finds, including how to identify good quality even in older fabrics or products.
  • know that the benefits of reducing consumption are financial as well as environmental. Finishing a product before buying a replacement is a more sustainable and mindful way to make purchases. From the point of view of underconsumption core, this is better than buying “backups” of things that might go bad before you can use them, for example, food items or skincare products. 

What’s the good side of underconsumption core?

Financial benefits

With a focus on mindful spending and an affinity for frugality, underconsumption naturally leads to more savings. In the current economic state, of Canada and globally, this is an especially beneficial mindset to have. In addition, the youth are dealing with high unemployment rates, which further dampens their earning potential and ability to spend. In such an environment, underconsumption seems like a positive solution in many ways. 

Environmental impact

Underconsumption core focuses on principles of reducing waste, reusing and repurposing. The goal is to extend the longevity of existing possessions. All this helps people maximize the utility of their items, contributing towards living a more sustainable life.

Mindful living

Underconsumption core can help you bring more mindfulness and thoughtfulness in how and what you’re consuming. The trend seems to be helping people focus on what brings value to them personally. While it may involve a certain level of self-control, it also encourages a greater appreciation of what they already own.

A different perspective

The popularity of underconsumption core shows that people are ready for a different outlook that emphasizes mindfulness and frugality. One that is directly opposite to trends like “girl math”, and the influencer culture that promotes consumption, maybe even excessive consumption at times. 

What’s the bad side of underconsumption core?

A possible negative aspect of underconsumption core is that it might turn to excessive frugality or minimalism. This is also completely valid as long as it serves your goals and lifestyle, but it does go against the “norm” around consumption in current times.

Some experts believe that it is just normal consumption, with an updated name. Indeed, this is how humans have lived for many years. Modern levels of overconsumption are a very recent development in the course of human history.

Why is it taking off now?

Underconsumption core has been growing in popularity, coinciding with the increase in joblessness and wage stagnation. Gen Z and younger millennials are facing financial challenges and high unemployment. With less disposable income, people will naturally want to spend less.

People are also increasingly aware of the environmental impact of overconsumption and the subsequent waste generated. All trends eventually pass, but the underlying idea is about conscious spending, which is a more deliberate and mindful approach. This shows a return to more sustainable practices and a pushback against the excessive consumption often promoted by influencers. 

Tips on how to participate

  • The first thing to do is consider your existing belongings and see how you can maximize use. There are detailed descriptions online from people who participate in this trend, which include ideas and suggestions. Take a look and see how you can best use and maintain your current possessions.
  • If that resonates with you and you’re curious about exploring it further, you could also learn how to repair and repurpose things. For example, sewing to mend a hole or stitch a button onto your clothes. For simple things like that, you don’t even need a sewing machine, just a needle and thread would do. There are instructional videos online that you can use to learn these skills that will serve you long-term.
  • There is a definite emphasis on mindful spending. This involves making a conscious decision before going through with any new purchases. A good tip is to ask yourself if you need it, or if there’s something else you already own that is similar or can do the trick. You may be surprised to find that you already have things that can do the job!
  • If you do need to make a purchase, the key is to opt for high-quality and durable products that are likely to last longer. While this may cost a little more, these products will also last longer, which fits in exactly with the approach of underconsumption core.
  • If you’re inclined to do so, you can also share your journey on social media to connect with a like-minded community. Some participants in this trend find a sense of shared purpose and belonging in an online community as well. 

Key takeaways

Underconsumption core is a new trend that has found popularity on social media. It involves making mindful purchases and maximizing the use of everything you own. It has significant overlap with the minimalism and frugality movements. Underconsumption core is not about deprivation but about mindfulness. Indeed, it can be a sustainable approach that is good for your finances and the environment. If this aligns with your personal values, it may even be beneficial for your mental wellness. 

In the current economic climate, it is only fitting that this concept has gained popularity. Try it as a short-term experiment to see if it feels right and aligns with your financial situation, goals, and values. If you’re on a tight budget, this trend might be just what you need for a financial reset. If you’re currently dealing with debt, you can contact one of our trained credit counsellors for advice – they can help you figure out which debt relief strategy could be the right fit for your specific situation.

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