What is ‘underconsumption core’ and why is it trending on TikTok?

Romanticise your (frugal) life.

Why do particular videos ‘go viral’? In the seemingly erratic world of TikTok, it’s hard to tell. As a mere social media mortal (someone who understands very little about algorithms, just in general), most ‘viral moments’ feel entirely random – like everyone’s favourite Four Seasons Orlando baby, for example.

In saying this, a few things are consistently ‘rewarded’ by the For You Page gods: catchy dances to earworm-y hyperpop songs, and overconsumption content. Fast fashion hauls, handbag collection tours and 15-step skincare routines – the more excessive the product stash, the more views these videos seem to garner.

Interested to hear how others navigate the world? Head to our Life section.

But rising consumer debt, job shortages and a cost-of-living crisis have influenced a counterculture (counter…core?) movement, and it’s quickly growing in popularity. ‘Underconsumption core’, also known as ‘normal consumption’, ‘thoughtful consumption’ or ‘meaningful consumption’, is the latest trending ‘core’ to grace our For You Pages.

@alicechae I’m frugal and I’m proud 🥹 #underconsumption #budget #budgeting #lifeinyour20s #twenties ♬ original sound – speedz!

A reaction to the rampant microtrends and colossal Shein hauls that dominated the app post-Covid, underconsumption core promotes sparse makeup routines, reusable products and clothing worn until it’s threadbare. It’s a follow-on from last year’s ‘deinfluencing trend’, where creators discouraged viewers from purchasing unnecessary or overhyped products. When ‘Pack my Stanley Cup for a pool day’ and ‘Amazon home gadget favourites’ videos exist, being told a product is a waste of money is refreshing.

Seeing creators like Rizzo (@amazonprimary) show their take on ‘normal consumption’ – a small basket of workout gear, two pairs of sneakers, one keyboard, a home library and a handful of shower products – feels like a glimmer of hope for the future. Of course, everything is relative. One person’s underconsumption is another’s excess. I have at least six pairs of sneakers, but my book collection pales in comparison to Rizzo’s and I’d never considered purchasing more than one keyboard (why?).

@characterprimary having money in my savings account >>> #underconsumption #underconsumptioncore ♬ Don’t Know Why – Norah Jones

“It’s being touted as a rallying cry against over-consumerism; a way to romanticise the cost-of-living crisis and romanticise living within your means,” explained Ione Gamble and Gina Tonic on a recent episode of The Polyester Podcast. “I’d say most people don’t have that much stuff… it also doesn’t have to be one extreme or the other, like you don’t have to have 100 pairs of shoes, but you don’t just have to have one pair.”

If there’s no ethical consumption under capitalism, all we can do is consume thoughtfully – right? It could argued that underconsumption core is reductive; that finishing a cream blush before buying a new one or getting your shoes resoled is like putting a bandaid on a bullet hole. When the world is burning, does it matter that you have a library card and a cupboard full of glass jars?

The cynic in me says underconsumption core is just another fleeting internet trend, and TikTok users will quickly lose interest in minimalistic makeup bags and thrifted homewares. As one comment under user @jalyne.santos’ video read, “Whenever I see the underconsumption videos I’m so underwhelmed… ma’am I wanna see STUFF.”

@thenicolelaur This is for the girlies with a shopping addiction And no i don’t need all this stuff but i like it. #overconsumption #overconsumptioncore #shoppingaddict #makeupaddict #shoppingspree #newclothes #trend #fyp ♬ Don’t Know Why – Norah Jones

I’m hoping even after underconsumption inevitably stops being cool, the cost-of-living crisis might be enough of a reason for people to stop purchasing thoughtlessly. Sustainability shouldn’t be a ‘core’, it should be a conscious lifestyle decision. Please, please don’t throw your already-existing products in the bin because having less is now cool.

If the planet isn’t enough of a reason sometimes (this is not a dig, you’re only human), be driven by saving money and having less stuff to wade through when you’re decluttering your space. While I don’t recommend letting TikTok dictate your life choices, it’s not all bad.

For more on shopping sustainably, head here.