What is the Underconsumption Trend?

The scale of discussions about ‘underconsumption’ - or #underconsumptioncore if we are labelling it yet another aesthetic - probably makes it the hottest global trend right now.

But what is it?

Underconsumption is when people show off their (relatively) minimalist shopping habits and routines. It is a very public rejection of the societal pressure to buy.

Let’s dig into three reasons behind the trend…

The End of Revenge Shopping?

Have we finally ditched the pandemic era tendency to compulsively shop for items we don’t really need or even want?

The fact that these conversations are happening in markets like Singapore that has historically not been concerned about over consumption, is telling. To quote Rice Media:

“Singapore is no stranger to consumerism. Our Singaporean Dream of the 5Cs revolves around material goods, after all. And while spending money might be good for the economy, concerns about the cost of living and the amount of waste we’re generating are giving people reason for pause.”

Virtue Signalling

The way that people are posting about is definitely less matter-of-fact and more full virtue signalling.

Nobody is suggesting that influencers will stop receiving free products and promoting them online. Instead, it is a shift in tone.

As Business of Fashion writes, it is a, “… slight temperate change in terms of consumers tiring of TikTok’s excessively promotional environment.”

Make It Normal

In many of the videos, people talk about making sure they finish all of the product before purchasing a new one. It is mind-boggling that this is considered a new idea. As The Independent says:

“… the fact that this is a trend at all speaks to a wider problem… it highlights just how excessive our consumption levels have become across the board.”

Why does this matter for marketers?

Often, retail overconsumption has been a short-term fix for a bigger set of challenges related to our insecurities. To quote this Vox article:

“Remembering all the times from my younger years when I yearned for a different life… And I’m proud that, even though I didn’t have much choice, I was able to be myself through it all. As an adult, I’m trying to return to that.”

No brand wants to be appear to be supporting that, especially in an era where we are more aware of our mental health.

From a more tactical perspective, brands can offer useful tips to ensure more people use all of their products, which is both more sustainable and helps to trigger a new purchase.