Underconsumption core
From Wikipedia, the free encyclopedia
| Type | Social media trend |
|---|---|
| Platform | TikTok |
| First noted | 2024 |
| Related concepts | Deinfluencing, Minimalism, Anti-consumerism |
Underconsumption core (also stylized as #underconsumptioncore) is a TikTok-associated social media trend in which creators present “anti-haul” style content that emphasizes using, reusing, repairing, and repurposing existing possessions instead of buying new items.[1][2] Coverage of the trend has linked it to cost-of-living pressures, frustration with influencer marketing and shopping-haul culture, and sustainability concerns.[3][4][5]
While visually similar to minimalism, underconsumption core is distinct in its specific economic framing; it arose largely as a response to the global cost-of-living crisis, high inflation, and "influencer fatigue".[6]
The trend originated on TikTok in the summer of 2024. It is considered an evolution of previous online movements such as "de-influencing", where creators discouraged followers from buying viral products, and "normcore".[4] But unlike strict minimalism, which often prioritizes a curated, empty aesthetic, underconsumption core emphasizes utility and "lived-in" environments.
The rise of the trend has been linked directly to economic pressures faced by Generation Z and Millennials, specifically the post-pandemic inflation spikes and the rising cost of housing and consumer goods.[7] It serves as a visual counter-narrative to "haul culture," where influencers display large quantities of newly purchased clothing or cosmetics.
Definition and characteristics
Underconsumption core content typically contrasts with unboxing videos and “haul” posts by focusing on everyday signs of long-term use: worn clothing and shoes, older household items, minimal collections of toiletries or cosmetics, and second-hand or repaired goods.[1] Creators may highlight practices such as keeping products until they are used up, repurposing containers, and buying second-hand items instead of replacing them with new purchases.[3]
Commentary on the trend has also noted the irony of pairing “underconsumption” (a practice) with “core,” a suffix used on social media to label an aesthetic or identity, and the resulting emphasis on how frugality or reuse is presented visually.[2]
Interpretations
Economic framing
Some coverage has connected the trend to inflation, elevated prices, and financial stress among younger consumers, framing underconsumption core as a personal-finance-adjacent response to pressure to buy trending products and maintain curated lifestyles online.[3][4]
Environmental and sustainability framing
Proponents argue that underconsumption core promotes environmental sustainability by normalizing lower consumption habits and reducing waste. By framing frugality as an "aesthetic," it may make financial responsibility more appealing to younger audiences who are otherwise bombarded with advertisements.[8] Other reporting has interpreted underconsumption core as part of a sustainability-oriented pushback against fast fashion, overproduction, and disposable goods, emphasizing repair and longer product lifespans as a means of reducing waste.[1][4]