The “underconsumption key” trend on TikTok highlights minimalist living and conservation over consumer excess, which is a major change in social media behavior. Some young Americans are turning to this new action as the cost of living increases and social media users continue to be bombarded with trends and advertisements focused on material prosperity.
This activity strongly argues against materialism that is frequently displayed online, promotes sustainable living, recycles products, and prioritizes quality over quantity.
Kara Perez, a fiscal influence, highlighted the growing frustration with regular client pressure. People will lose out on saving money, she was quoted by AFP as saying,” When every second of your life feels like you’re being sold something and the amount of said product keeps going up.” As people look for alternatives to the surplus and consumerism that are usually promoted on platforms like TikTok, this trend is gaining popularity.
The “underconsumption key” pattern emphasizes living more effectively and making do with what a now has. This change contrasts strikingly with the magnificence that influencers frequently portray on social advertising. Perez, who repurposes everyday things like bottles for functional use, is piece of this growing activity.
TikTok users loveofearthco’s film, which critiques the tradition of consumption, has amassed over 100, 000 sights. The video reflects a growing awareness of the pitfalls of excessive spending:” I spent money I did n’t have on things I did n’t need”.
The US economy, while showing history corporate earnings, has no alleviated the financial pressure felt by many, especially younger years. This financial gap, according to Tariro Makoni, may seem false. ” It feels about’ gaslighty’ to users”, she said, suggesting that BNPL plans may exacerbate consumption and tilt perceptions of financial security.
A current surge in requests for “underconsumption” and related conditions reflects a change in interests. Given that many young people struggle to keep up with consumption patterns influenced by social media, the pattern coincides with wider financial concerns.
Andrea Cheong, a UK-based influence, observed that cultural media pressure may drive compulsive spending. Her most recent videos on how to repair worn-out clothing demonstrates the “underconsumption key” philosophy, placing emphasis on sustainability and authenticity over flimsy fashions.
According to Bank of America’s Ashley Ross, the “underconsumption” pattern offers a useful method for Gen Z to manage their finances and use eco-friendly methods. More than half of Gen Z adults are living costs, according to a study conducted in 2024, which highlights the importance of this movement.
As the pattern gains speed, it reflects a broader social move towards sustainability and wary usage. Anjali Zielinski’s involvement in a” Fixing 101″ studio with her daughter illustrates how this strategy resonates across generations. Zielinski embodies the idea of “underconsumption core,” showing that green options can be made for all types of people regardless of age and lifestyle.
