It feels like there is a new trend every week thanks to TikTok and Instagram. This summer was dominated by trends such as #VeryDemure and #BratGirlSummer but an important trend that also took off was #UnderconsumptionCore.
With the pressure to keep up with trends and a culture of consumption of the next ‘it item’ whether it be a water bottle, a viral dress or bag, beauty products etc, Gen Z and younger Millennials are pushing back by championing minimalism, using what they already own and only buying what they actually need.
To me, ‘underconsumption core’ means making use of what you already own, not buying into every trend you see on social media and living with a sustainability mindset,” Natalia Trevino Amaro, designer and slow fashion advocate, tells Vogue.
The rise of underconsumption can be traced back to the challenges facing young people today. Economic pressures, environmental concerns, and social pressures, particularly impacting Gen Z and younger Millennials, have fuelled a desire for a simpler, more sustainable lifestyle. By promoting underconsumption, online users are rejecting and pushing back against consumption culture.
#UnderconsumptionCore might be seen as a threat for some brands but it presents an opportunity for brands to think about other ways to engage with audiences such as focusing on quality and durability, promoting repair and reuse and being transparent about their supply chains and manufacturing.