Be honest — how many articles of clothing have you bought with the intent to wear it regularly and, in actuality, have left it hanging in your closet since the day you bought it? How many of the exact same products in slightly different scents with slightly different ingredients do you have in your bathroom?
Consumerism has become a normalized part of life and is propelling a culture of overconsumption with harsh financial, ethical and environmental consequences. A recent trend known as “underconsumption core” counters this mentality, encouraging social media users constantly bombarded with fast fashion and mass-marketed products to give more thought to their purchases. Prioritizing quality over quantity, as well as resisting impulse purchases, are core values of the underconsumption trend.
Social media has had a massive impact on consumer habits and trends with the popularization of excessive hauls and mass consumerism. Viral hauls, such as from retailers like Shein and TEMU, often feature hundreds of dollars worth of products that are poorly manufactured and likely won’t be trendy anymore within a matter of weeks. Trends like “TikTok made me buy it” and “Amazon must haves” populate the For You Page, driving people to purchase products they don’t need and won’t use.
A number of environmental and ethical concerns exist surrounding overconsumption. The exploitation of labor in fast fashion and related industries is a significant ethical issue, with many workers enduring long hours, low wages and unsafe working conditions. Only 7% of 311 brands reported paying their garment workers a living wage in a 2023 survey by Fashion Checker. These practices are often hidden from consumers, who may not realize the true cost of their purchases.
Not only are many of these mass-produced items manufactured in inhumane conditions, they often start falling apart after being worn less than 10 times, according to a study in the International Journal of Consumer Studies. This means fast fashion garments are being discarded almost as quickly as they are produced. According to Earth.Org, around 92 million tons of textile waste are produced every year. This is equivalent to dumping a garbage truck’s worth of clothes in landfills every second.
In response to overconsumption, the “underconsumption core” trend has emerged on social media, with creators advocating for slower, more sustainable consumer behavior.
“Underconsumption core” gained traction as social media users shared ways they counter today’s culture of overconsumption. Buying items secondhand, doing DIY projects, repairing already-owned items and resisting impulse purchases are all common methods of practicing underconsumption. Many users have shown off their capsule wardrobes or minimalist makeup bags and bathroom cabinets, demonstrating to viewers that the sheer quantity of products many people own isn’t at all necessary.
Practicing underconsumption starts with evaluating the difference between needs versus wants, and making mindful decisions about purchases. Consider creating a capsule wardrobe, which consists of a few versatile, high-quality pieces that can be mixed and matched. Another approach is to repair or repurpose already-owned items rather than buying new ones.
Shopping secondhand is an effective way to reduce your environmental impact while still acquiring necessary items. Another method to curb unnecessary spending and resist impulse buys is to implement a waiting period, such as 30 days, before making non-essential purchases.
“Underconsumption core” reflects a broader cultural shift towards prioritizing sustainability and mindful consumer culture. Beyond the trend, sustainability is being prioritized through various movements like slow fashion, emphasizing the importance of ethical labor practices, eco-friendly materials and waste reduction. Mindful consumer culture is also gaining traction with the rise of zero-waste lifestyles, where individuals aim to minimize their environmental impact by reducing their consumption of single-use plastics and other disposable products.
“Underconsumption core” isn’t just a passing social media trend, it represents a meaningful shift in how we view consumption and sustainability. By embracing this mindset, individuals can contribute to a more ethical and sustainable future. Whether it’s through mindful shopping, reducing waste or supporting ethical brands, “underconsumption core” challenges the cycle of overconsumption that has become so ingrained in society.
