WASHINGTON—Exhausted from a rising cost of living in the United States and nonstop adsphlbet, some young adults on TikTok are pushing back.
“When every moment of your life feels like you’re being sold something and the price of said item keeps going up, people will burn out on spending money,” Kara Perez, an influencer and financial educator, told Agence France-Presse (AFP).
Social media has long had room only for picture-perfect homes, lavish closets and an abundance of beauty products. But a new trend is sweeping the other way—urging repurposing, more frugal lifestyles and prioritizing quality over quantity.
Article continues after this advertisementKnown as “underconsumption core,” it spotlights living sustainably and using what you have, a reversal of the excess and wealth that dominates ad-heavy Instagram and TikTok.
FEATURED STORIES TECHNOLOGY vivo launches V40 Lite with 5000mAh battery covered by 50-month warranty, starts at Php 13,999 TECHNOLOGY Galaxy Buds3 Pro: Delivering tailored sound wherever you go TECHNOLOGY Very mindful, very intuitive: ASUS’ most superior AI PC yet, the Zenbook S 14, empowers you to achieve more“When you get 300 videos on TikTok about people who have 30 Stanley cups, you want to have as many as you can afford. People want to fit in,” said Perez, who repurposes jars as cups.
Consumer fatigueA video with over 100,000 views from TikTok user loveofearthco critiqued the tendency toward overconsumption often amplified and encouraged on social media: “I spent money I didn’t have on things I didn’t need.”
Article continues after this advertisementAnother account, nevadahuvenaars, shared what “normal” consumption looks like: used furniture, a modest closet, decor upcycled from glass bottles, meal prep and a downsized skincare collection.
Article continues after this advertisementDespite financial hardships felt particularly by Gen Z and millennials, the US economy is thriving, with record corporate profits and high prices on shelves.
Article continues after this advertisementIn a way, “that feels almost ‘gaslighty’ to consumers” amid a period of economic and geopolitical uncertainty, culture and consumer marketing analyst Tariro Makoni told AFP.
She argued that Buy Now, Pay Later plans commonly adopted by many young adults’ budgets exacerbate consumption and represent a distortion in access to wealth.
Article continues after this advertisementBut years of inflation have forced many to the conclusion that they cannot keep up with the spending habits of those on their social media feeds.
‘Compulsive behavior’A Google Trends analysis shows US searches for “underconsumption” hit a high point this summer, surfacing alongside queries about “overproduction” and the “Great Depression.”
Many young adults have developed a “compulsive behavior to spend down to their last pound on a fashion item,” said UK-based influencer Andrea Cheong who recently shared an “underconsumption core” style video of her mending old clothes.
It is an addiction tied to a pressure “to articulate who we are through possessions,” Cheong noted.
Subscribe to our daily newsletter
In contrast, “underconsumption core” breaks from traditional core trends promoted by influencersphlbet, who often sell an ever changing purchasing blueprint embodying the latest trend and aesthetic, according to Cheong. She and Makoni agreed that the shift also reflects increased calls for authenticity from content creators. —AFP
TOPICS: READ NEXT OpenAI safety researchers warn of GPT-4o’s emotional impact Marcos announces upcoming launch of MULA satellite EDITORS' PICK Alex Eala bounces back at WTA 250 Guangzhou Open Manila Water Foundation and partners underscore benefits of handwashing PBA Finals a duel between 2 great minds steering 2 great sides Sandro Marcos calls out VP Sara Duterte: ‘You crossed the line’ QC Mayor Belmonte highlights social services in State of City Address Central Visayas’ most wanted killed in shootout in Argao, Cebu MOST READ DILG identifies 38 hotspots ahead of 2025 polls LIVE UPDATES: Tropical Storm Kristine AFP reprimands cadet who asked for Marcos wrist watch WPS: US missile deployment to PH key for combat readiness – US general View comments