What Is Underconsumption Core And Why Is It All Over Your TikTok Feed?

If you've spent time on social media, you may have seen content with the label "underconsumption core." The new TikTok trend is about conscious consumerism and celebrates the act of using less within your home. It rejects influencer culture, especially in the wake of inflation and economic uncertainty. Influencing definitely drives some purchases — 49% of consumers make daily, weekly, or monthly purchases inspired by influencers, says social media software company Sprout Social. For those who follow underconsumption core, it's a response against capitalism and born out of feeling overwhelmed with "stuff." It may also come as a response to the pressure they feel to consume, while for others, it's a way to live sustainably. Participants practicing underconsumption core share videos of how they're repurposing items, filling their homes with hand-me-downs, and making do with pieces that may have damage, such as finds from the As-Is section at IKEA. 

Underconsumption core followers like the simplicity it gives, especially if they don't have to worry about having the latest and best new items. To the eco-conscious, it's a way to reduce their carbon footprint, especially as the Environmental Protection Agency (EPA) found Americans generate over 12 million tons of waste of durable furniture and furnishings each year.  For some, the trend is simply showing what normal life is like for low- to mid-income families, unlike those of influencers with large picture-perfect homes. However, these videos can inspire others to make more sustainable changes in their lives, especially for home decor.

It's easy to follow underconsumption core if you want, because you can simply make changes in your buying practices. At first glance, you may think underconsumption core is a branch of minimalism, but it isn't quite. You can still have stuff and decorate as minimally or wildly as you want. While there aren't any set "rules" for the practice, its practitioners focus on using what they already have, doing without if they don't truly need it, and avoiding replacing items that have chips and other damage. It's a reverse of the early days of the pandemic, where consumers, stuck at home, turned to shopping online, especially for home furnishings. 

You can look into ways to expand a good beyond its original purpose, such as reusing empty glass jars into hanging storage. Did your house undergo a remodel and now you're left with a pile of discarded materials? You can consider turning your old doors into a potting shed. If you're in need of something new, such as a rug or dresser for your home, maybe you look to your friends, family, or local "Buy Nothing" groups on social media. You can also visit thrift stores instead of buying new goods. When something is damaged, try to fix it rather than tossing it. Who knows, you may even find out you like the thrill of thrifting for the perfect piece, or converting your goods into something new.