The "underconsumption core" is gaining attention, and it's about time, in my opinion.

• #Underconsumptioncore is taking over TikTok.
• Although I embraced the minimalist way of living before it became popular, the constant bombardment of influencer marketing makes it more challenging to adhere to this lifestyle now.
• Now the stakes are higher as more consumers are feeling cash-strapped.

My daughter and I had a conversation about influencers, and I asked her if she was tired of them.

"No," she said.

Although my daughter, who is 16, disagrees with me, I am not the only one who is tired of being bombarded with products to buy on social media. The emergence of "underconsumptioncore" has provided a refreshing change from influencer culture, making me feel understood.

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I have had to renew my commitment to live with less on a yearly, monthly, and daily basis.

Let's just say it's a struggle. Instagram doesn't help.

I am growing weary of the constant promotion of products such as protein shakes and private vacation villas, which often clash with my personal goals and financial constraints.

I set a screen time limit for Instagram and snooze sponsored posts, while also regularly reporting intrusive ads. Additionally, I follow the 48-hour rule, waiting at least two days before making any discretionary purchase through social media or otherwise.

'An arms race for consumer dollars'

Despite claims that most Americans live paycheck to paycheck, research indicates that many individuals frequently overspend on impulse purchases, especially those promoted on social media platforms like TikTok, Instagram, and Facebook.

""Consumer dollars are now in a race to be won as shopping opportunities abound," said Casey Lewis, a social media trend expert and founder of trend newsletter After School."

Nearly a quarter of Americans who made purchases advertised on social media in the past year spent $1,000 or more.

A KPMG report revealed that Generation Z heavily relies on TikTok and Instagram for shopping decisions, with influencer recommendations playing a significant role.

The rise of #underconsumptioncore

In 2023, personal stylist Allison Bornstein advised me that TikTok's latest financial trend, #underconsumptioncore, involves maximizing the use of existing possessions and resisting the urge to purchase more.

According to Brett House, an economics professor at Columbia Business School, the timing of the movement is cyclical and influenced by macroeconomic conditions.

The concept of underconsumption has recurred with a predictable regularity in recent history, such as during the early 1990s, after the dot-com bubble burst in early 2000, and during the Great Recession. Each time, the aesthetics were different, but it reflected a back-to-basics mentality.

The underconsumption core is influenced by various factors, including a desire to live sustainably and intentionally. Gen Z is the most eco-conscious generation.

This trend is mainly driven by necessity. Few individuals can afford all of these items.

Persistent inflation is causing Americans financial strain, as many have depleted their savings and are relying on credit cards to survive.

Financial well-being is deteriorating and young adults, especially, are struggling.

The popularity of "conscious consumerism" and "de-influencing" has increased, with the goal of limiting social media-induced spending.

"Lewis stated that young people often feel like they can't keep up and it doesn't feel good anymore," according to the alternative version.

The sustainability of the #underconsumptioncore trend is uncertain due to the slowing economy and low incomes compared to price increases, according to House.

Despite her initial skepticism, Lewis acknowledged that the trend of #backtoschoolhauls has already gained significant traction on social media, with her feed being flooded with outfits, gear, and dorm décor.