Sabrina Del Fico Many influencers are using social media against fast fashion and unbridled consumerism: it is the new phenomenon of the Underconsumption Core
@TikTok
In recent years, social media has evolved from a simple platform for sharing content into a powerful marketing tool, where influencers promote a wide range of products and luxurious lifestyles.
Both small and large brands have sensed the opportunity to strike gold by involving influencers in creating content dedicated to their products, aiming to drive as many people as possible to make purchases.
However, many users have begun to push back against this trend, leading to a new movement on the platform known as “Underconsumption Core“.
@dainty.nugs Some underconsumption tips ive been trying to follow this year, i am actually spending WAY less already than last year on material items and way more on experiences, traveling, hobbies and spending time with loved ones! #underconsumption #deinfluencing #underconsumptioncore
A shift toward conscious consumption
This phenomenon, which began in the United States, represents a reverse turn against excess and impulsive buying, instead promoting conscious and moderate consumption.
More and more influencers, tired of seeing content that promotes an unrealistic lifestyle far from their own reality, are using their online presence to show that real life is not always about fun and extravagant luxury.
Rather than riding the wave of impulsive purchases and the desire to own the latest gadget or fashion item, they are adopting a simpler, more sustainable lifestyle, focused on what is genuinely necessary, avoiding unnecessary collaborations and purchases.
@hope_zuckerbrow love this trend🫶🏻
Celebrating normality
In contrast to the perfect images of organized refrigerators, closets full of trendy clothes, and overflowing beauty cases, “Underconsumption Core” celebrates normality.
Videos that represent this movement often show scenes of everyday life, such as minimalist closets, second-hand clothing, and reduced collections of personal care products
This trend is not just a passing fad but reflects a broader shift in the perception of consumption. Many users are choosing to live more sustainably, driven by the economic challenges of the current period.
The economic recession and inflation have contributed to the birth of this movement, pushing people to rethink their spending habits and focus on what is truly important.
A desire for environmental respect
Another key driver of the “Underconsumption Core” is the desire of many to live in a more environmentally respectful way, rejecting disposable fashion and unnecessary products that often end up in the trash after only a few uses.
According to some American economists studying the phenomenon, the “Underconsumption Core” is not new: in general, after every major economic crisis, a similar trend emerges, with people returning to a simpler and more moderate lifestyle.
This also happened after the financial crisis of 2008, when there was a growing interest in handmade goods and authentic experiences, in contrast to mass-produced products.
Experts believe this is just the latest manifestation of a cyclical pattern where periods of excess alternate with periods of moderation.
The role of the Covid-19 pandemic
This cycle has been accelerated by the Covid-19 pandemic, during which many people began to buy more to compensate for the time lost during the lockdown.
However, economic uncertainty and inflation have led many to reassess their consumption habits, giving rise to this new trend.
Source: TikTok
