Gen Z TikTokers are touting underconsumption, a trend that encourages people to make fewer purchases and hold onto older items for longer. This push toward saving money is likely a reflection of current economic struggles. Plus, an interest in the environment is driving sustainability efforts. But overconsumption and underconsumption are often at odds on social media, with the drive to save battling the drive to buy the newest thing.Â
This movement to stop unnecessary spending is in direct opposition to previous trends. TikTok has "turned almost everything into an opportunity for consumerism," said Laura Capon, a beauty journalist, to Business of Fashion. "Even going for a walk is a shopping experience." From Stanley cups to skincare essentials, influencers are always pushing the next best thing. On social media, trends in fashion, beauty and lifestyle are in constant flux, putting pressure on consumers to keep up.
But overconsumption has its limits, and Gen Z is "feeling the high cost of living," Holly O'Neill, the president of retail banking at Bank of America, said to Fortune. "They know they need to set a budget, and they know they need to find ways to cut back." As a result, underconsumption is making the rounds.Â
At the center of the underconsumption trend is the "principle of mindful consumption," said Sustainably Influenced. This "involves being deliberate about what and when to buy."
"Pushing back against unseemly excess is a sort of course-correction for consumers who feel jaded by influencers' ongoing promotion of products and displays of their own wealth," said Business of Fashion. |