Shopping: 'Underconsumption Core' Is Going Viral On TikTok. Here's Why Gen Z Can't Get Enough
- InsightTrendsWorld
- May 25, 2025
- 8 min read
Why it is the topic trending:
Viral TikTok Trend:Â The term "Underconsumption Core" has gained significant traction and popularity on the social media platform TikTok.
Counter-Movement to Consumerism:Â It stands in direct opposition to the prevalent culture of constant consumption and impulse buying often promoted on social media.
Economic Relevance:Â The trend resonates with people facing inflation and rising costs of living, offering a practical approach to spending.
Environmental Awareness:Â It aligns with growing concerns about sustainability and the impact of overconsumption on the planet.
Reaction Against Influencer Culture:Â It's seen as a counterpoint to the "hauls" and constant promotion of products by influencers.
Overview:
The article discusses the "Underconsumption Core" trend that has gone viral on TikTok. This trend encourages consumers to be more mindful about their spending and to purchase items with intention, focusing on quality over quantity. It's presented as a reaction against the constant promotion of products on social media, as well as a response to economic pressures and environmental concerns. The trend emphasizes concepts like capsule wardrobes, finishing products before buying new ones, and shopping secondhand.
Detailed Findings:
"Underconsumption core" is a viral trend on TikTok encouraging less spending and more mindful consumption.
Google searches for "underconsumption core" surged by 1,150% last year.
April Silva, a TikTok user, defines it as a minimal approach to shopping, emphasizing quality over quantity.
The trend advises against impulse buys and excessive hauls of trend-based items.
Adherents focus on capsule wardrobes, using up products completely, and buying secondhand.
It's seen as a "spiritual sister" of the deinfluencing trend.
Many believe it's a response to the current economic situation and frustration with constant exposure to curated content and TikTok Shop.
Jessie Kosak notes that this is a cyclical trend, similar to the earlier "minimalism" movement.
Gen Z, having grown up with constant advertising, is largely embracing this "consume only what you need" mindset, also driven by environmental concerns.
Jennifer Bertling highlights that previous generations also practiced similar principles.
The trend could help curb emotional spending.
Some criticisms include the trend becoming competitive or unrealistic for families.
The goal should be to examine needs and invest in "emotionally durable" pieces meant to be cherished and kept.
Key success factors of product (trend):
Addresses Economic Concerns:Â Resonates with individuals facing inflation and financial constraints.
Aligns with Sustainability Values:Â Appeals to environmentally conscious consumers.
Counters Social Media Pressure:Â Offers a relief from the constant promotion of products.
Promotes Mindful Spending:Â Encourages intentionality and thoughtful consumption.
Offers Practical Strategies:Â Provides actionable tips like capsule wardrobes and secondhand shopping.
Generates Community:Â Creates a shared identity among those practicing underconsumption.
Key Takeaway:
"Underconsumption Core" represents a significant shift in consumer mindset, particularly among Gen Z, moving away from mindless consumption towards a more intentional, sustainable, and economically conscious approach to purchasing.
Main Trend:
The main trend is "Mindful and Intentional Consumption,"Â reflecting a growing movement, especially among younger generations, towards making more conscious and deliberate purchasing decisions driven by factors beyond immediate gratification or fleeting trends, such as economic prudence, environmental awareness, and a desire to curate a life with valued items rather than accumulating excessive belongings.
Description of the trend:
"The Conscious Consumer Shift"Â describes a significant change in how individuals are approaching shopping and consumption. This involves a move away from impulse buying and keeping up with trends towards a more thoughtful and deliberate process. Consumers are increasingly considering the necessity, longevity, ethical implications, and environmental impact of their purchases, aiming to buy fewer but higher-quality items that they truly value and will use for an extended period. This shift is often fueled by economic realities and a growing awareness of the negative consequences of overconsumption.
What is consumer motivation:
Economic Prudence:Â Saving money and making smarter financial choices.
Environmental Responsibility:Â Reducing waste and minimizing their ecological footprint.
Desire for Quality Over Quantity:Â Investing in fewer but higher-quality, more durable items.
Rejecting Social Pressure:Â Moving away from the need to constantly acquire the latest trends.
Curating a Meaningful Life:Â Focusing on owning things that are truly valued and used.
Reducing Clutter and Stress:Â Simplifying their lives by owning less.
What is driving trend:
The trend is being driven by:
Economic Inflation and Uncertainty:Â Rising costs of living are making people more careful with their money.
Increased Awareness of Environmental Issues:Â The impact of fast fashion and overconsumption on the planet is becoming more apparent.
Criticism of Influencer Culture:Â Some consumers are pushing back against the constant promotion of unnecessary products.
Social Media Visibility:Â The "Underconsumption Core" trend has gained momentum through platforms like TikTok.
Desire for Authenticity:Â Consumers are seeking more genuine and less materialistic ways of living.
What is motivation beyond the trend:
Beyond the specific "Underconsumption Core" movement, consumers are motivated by:
Seeking Financial Stability:Â Managing their finances responsibly.
Living a More Sustainable Lifestyle:Â Making choices that are better for the environment.
Finding Contentment and Well-being:Â Discovering happiness beyond material possessions.
Description of consumers article is referring to:
The article primarily refers to Gen Z consumers, who are characterized by:
Being highly active on TikTok:Â Where the trend originated and gained popularity.
Growing up with constant advertising:Â Leading to a potential skepticism towards consumerism.
Being keenly aware of environmental issues:Â Driving them to consider the impact of their consumption.
Facing economic realities:Â Navigating student debt and the rising cost of living.
Seeking more authentic and sustainable ways of living.
Conclusions:
The "Underconsumption Core" trend reflects a significant shift in consumer values, particularly among Gen Z. Driven by economic concerns, environmental awareness, and a desire for a more authentic way of life, this movement is encouraging a more mindful and intentional approach to consumption, prioritizing quality, longevity, and necessity over fleeting trends and excessive accumulation.
Implications for Brands:
Focus on Quality and Durability:Â Promote products that are built to last and offer long-term value.
Emphasize Sustainability and Ethical Production:Â Appeal to the values of conscious consumers.
Shift Away from Fast Fashion Mentality:Â Encourage thoughtful purchases rather than constant trend chasing.
Highlight the Longevity and Versatility of Products:Â Showcase how fewer, well-chosen items can meet consumer needs.
Implication for Society:
Potential Reduction in Overconsumption:Â Could lead to less waste and a more sustainable use of resources.
Shift in Cultural Values:Â A move away from materialism towards a greater emphasis on mindful living.
Implications for Consumers:
Saving Money and Reducing Debt:Â By buying less and more intentionally.
Reducing Clutter and Simplifying Lives:Â Leading to less stressful living environments.
Making More Environmentally Friendly Choices:Â Contributing to a more sustainable future.
Implication for Future:
The trend of mindful and intentional consumption is likely to continue and grow as environmental concerns and economic realities persist. We may see further development of concepts like capsule wardrobes and a greater emphasis on secondhand markets and product longevity.
Consumer Trend:
"Anti-Fast Fashion Movement."Â Growing consumer resistance to fast fashion due to its environmental and social impact, favoring quality, durability, and ethical production.
Consumer Sub Trend:
"The Rise of Capsule Wardrobes."Â Consumers are intentionally building smaller, more versatile wardrobes with high-quality, mix-and-match pieces.
Big Social Trend:
"Sustainability as a Core Value."Â Environmental consciousness is becoming an increasingly important factor in consumer decision-making.
Worldwide Social Trend:
"Global Movement Towards Conscious Living."Â Individuals around the world are seeking more mindful and sustainable ways of living.
Social Drive:
"The Pursuit of Purpose and Sustainability."Â Consumers are motivated by a desire to make choices that align with their values and contribute to a better future.
Learnings for brands to use in 2025:
Authenticity and Transparency are Key:Â Consumers are looking for brands that are honest about their practices.
Quality and Longevity Matter:Â Focus on creating products that last.
Support Sustainable Initiatives:Â Demonstrate a commitment to environmental responsibility.
Strategy Recommendations for brands to follow in 2025:
Invest in Sustainable and Ethical Production Practices.
Design Durable and Versatile Products.
Communicate Transparency About Your Supply Chain and Environmental Impact.
Final sentence (key concept) describing main trend from article:
In 2025, "Underconsumption Core" going viral on TikTok underscores the growing trend of "Mindful and Intentional Consumption," driven by economic realities and a desire for sustainability.
What brands & companies should do in 2025 to benefit from trend and how to do it:
Brands and companies should align with the "Mindful and Intentional Consumption" trend in 2025Â by:
Prioritizing the production of high-quality, durable goods that offer long-term value to consumers.
Demonstrating a genuine commitment to sustainability and ethical practices throughout their supply chain and operations.
Communicating transparently with consumers about the environmental and social impact of their products, encouraging mindful and intentional purchasing decisions.
Final Note:
Core Trend:
Mindful and Intentional Consumption:Â Conscious purchasing driven by value, sustainability, and necessity.
Core Strategy:
Emphasize Quality and Sustainability:Â Focus on creating durable, ethical, and environmentally responsible products.
Core Industry Trend:
Shift Away from Fast Fashion:Â A growing consumer preference for long-lasting and sustainable options.
Core Consumer Motivation:
Seeking Value, Sustainability, and Less Clutter:Â Driven by economic awareness, environmental concerns, and a desire for a simpler life.
Final Conclusion:
The "Underconsumption Core" trend signals a significant and potentially long-lasting shift in consumer behavior, particularly among Gen Z. Brands that recognize and adapt to this move towards mindful and intentional consumption, prioritizing quality, sustainability, and transparency, will likely find greater resonance and build stronger relationships with this increasingly conscious consumer base in 2025 and beyond.
Core Trend:Â Mindful and Intentional Consumption
Description:Â This trend signifies a growing movement, particularly among younger generations like Gen Z, towards making more conscious and deliberate purchasing decisions. Consumers are shifting away from impulsive buying and the pursuit of fleeting trends, instead prioritizing factors such as economic prudence, environmental awareness, and a desire to curate a life filled with valued items rather than excessive possessions. This involves thoughtful consideration of the necessity, longevity, ethical implications, and environmental impact of their purchases.
Key Characteristics of the Trend (summary):
Conscious Purchasing Decisions:Â Consumers are thinking more carefully about what they buy.
Focus on Quality Over Quantity:Â Prioritizing durable, long-lasting items over cheap, fast fashion.
Emphasis on Sustainability:Â Considering the environmental impact of their consumption.
Intentionality:Â Buying things because they are needed and valued, not just for trends or impulse.
Economic Awareness:Â Being mindful of spending and seeking value for money.
Market and Cultural Signals Supporting the Trend (summary):
Rising Cost of Living:Â Economic pressures are making consumers more budget-conscious.
Increased Environmental Awareness:Â Growing concern about climate change and waste.
Criticism of Consumer Culture:Â A pushback against excessive materialism and influencer-driven consumption.
Popularity of Minimalist Lifestyles:Â Trends like capsule wardrobes and decluttering are gaining traction.
Growth of Secondhand Markets:Â Increased acceptance and popularity of buying used goods.
How the Trend Is Changing Consumer Behavior (summary):
Less Impulse Buying:Â Consumers are taking more time to consider purchases.
Increased Research and Evaluation:Â Looking into the quality, ethics, and sustainability of products.
Prioritizing Needs Over Wants:Â Focusing on essential items rather than trendy or unnecessary ones.
Embracing Secondhand Options:Â Actively seeking out used goods for affordability and sustainability.
Supporting Brands with Ethical and Sustainable Practices:Â Choosing companies that align with their values.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):
For Brands and CPGs:Â Need to focus on producing high-quality, durable, and sustainable products. Transparency about ethical practices is crucial.
For Retailers:Â Opportunity to curate collections of long-lasting and sustainably sourced items. The secondhand market also presents a growth area.
For Consumers:Â Can lead to saving money, reducing clutter, and making more environmentally responsible choices. Encourages a more thoughtful relationship with possessions.
Strategic Forecast:Â The trend of mindful and intentional consumption is expected to continue its upward trajectory as economic and environmental concerns persist. Younger generations will likely remain at the forefront of this movement, further influencing consumer behavior and demanding more responsibility from brands and retailers.
Final Thought:Â The "Underconsumption Core" movement is a strong indicator of a broader shift towards more conscious consumerism. By prioritizing value, sustainability, and intentionality over mindless acquisition, individuals are seeking a more meaningful and responsible way to engage with the products they bring into their lives.
