How The 'Underconsumption Core' Trend On TikTok Can Transform Your Spending Habits

Hello and welcome to Forbes Advisor’s Weekly Brief, where each week we dive into the realities of consumer finance and empower you with knowledge to help make your financial journey easier.

Every time I open TikTok, I notice the trend of overconsumption, from rooms filled with Squishmallows to walls covered in reusable Starbucks cups. Add trendy music, ASMR sound effects and cute styling, and it’s easy to see how one can be influenced to buy a ridiculous amount of “stuff.”

But the big question is, Would these people really have all of this stuff if they weren’t trying to sell it to their followers? I’ve noticed most of these influencers who are flaunting their plastic organization bins in their fridge and massive collections of beauty products have an Amazon storefront link in their bio or a discount code that they’re trying to get you to use—their overconsumption is merely a marketing tactic to profit from. 

This pro-spending reality on social media is now being challenged with a new trend: underconsumption core. In this week’s brief, we’ll discuss the latest TikTok Trend and how you can use it to reshape your purchasing behaviors.

Sincerely, 

Patricia Louis

Editor, Forbes Advisor

#Underconsumption: Purchasing With Purpose

There’s a good chance your shopping is being influenced by what you see online. It’s what we as humans do—we recommend ideas, products and places to each other. But social media has turbocharged that idea. 

Influencers start to feel like friends because they share everything, but many times, they’re just trying to sell something. They recommend things that they say they can’t live without—and that’s probably true since selling them is how they make rent.  

It might be time to take a look at your kitchen counters, your makeup drawer, or even your closet and take inventory of what you have. Whether you realize it or not, you’ve probably purchased something that you didn’t really need because you saw it online.

“Underconsumption core” focuses on purchasing with purpose. Whether it’s thrifting your clothes or making use of hand-me-downs, people are showing off their minimalism with pride. You don’t need more than one candle or a few coffee mugs. And no, not everything has to be “aesthetically pleasing.” 

TikTok videos about the trend show their users without their nails done, drinking out of repurposed mason jars, showing off their Facebook marketplace furniture finds, or showcasing their favorite clothes they’ve had for 10 years. 

“The overconsumption on these apps is crazy. You don’t need it,” says one user, Alyssa Barber, in a TikTok video about conscious spending. 

If you’re looking to change up your own lifestyle and spending habits with this new trend, here are a few ways to practice “underconsumption core” on your own:

Ask yourself if it's an influence or a need: Are you being influenced by social media to purchase something, or do you actually need it? According to HubSpot’s 2024 consumer trends report, one in four people had bought a product based on an influencer’s recommendation. Ask yourself if social media is telling you that you need it. Also, consider the price tag and compare it with other economical options available for the same product elsewhere. 

Go thrifting: Your closet doesn’t have to be full of designer brands—even if your favorite influencer’s is. There are plenty of economical and ethical options out there for building a capsule wardrobe that will reflect your own style and last for years to come. You can use apps like Depop and Poshmark to find used clothing that suit your style, or even just source them yourself from a local thrift store. 

Embrace hand-me-downs: When I moved out for the first time, I furnished nearly my entire apartment with furniture from family and friends. Facebook marketplace is also an excellent option for finding cheap used items, or you can even search for “Buy Nothing” community groups to get items for free. Make sure to practice safety first by verifying that the offer is legitimate, don’t send money beforehand, and always show up to pick up your items accompanied by a friend. 

Cut the clutter: When it comes to most things, you probably only need one. I have only one Stanley cup, one candle, one perfume, one beach towel, etc. If you find that you have more than one of something, consider not buying more until it runs out or gets damaged. This can not only free up space in your home but also free up space in your budget.

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