TikTok’s latest viral trend, ‘underconsumption core’ has taken the internet by storm, and netizens are loving it, with many even joining the trend. The underconsumption core trend encourages living in a sustainable and responsible way and yes, it is good for your finances too! Do you love adding items to your cart every time there is a sale, irrespective of whether you really need a product or not? Do you buy makeup before finishing the previous tube? Do you love hoarding items? Do you love flaunting your new purchases on social media? You open Instagram, YouTube, and other social media platforms only to be inundated with unboxing videos, product reviews, and sale videos. Social media platforms encourage impulsive buying. But that trend is slowly changing. TikTok’s latest viral trend, underconsumption core, encourages people to buy only what is really needed. The trend is forcing people to think, ‘do I really need it?’ ‘Just Give Me My Money’ Viral TikTok Trend: Funny Videos of the Hilarious Prank Take Internet by Storm (Watch).

Underconsumption Core Trend Explained

Social media platforms are filled with videos, posts, and photos of influencers living in lavish homes, hoarding several beauty products, unboxing expensive items, and wearing new clothes every day. TikTok’s latest viral trend, the underconsumption core trend, also called the normal core trend or normal consumption, and previously called the 'no-buy challenge,' challenges this way of living. It is here to remind us that this is not how most people live. The underconsumption core trend, is about learning to be okay and content with what you have. The underconsumption core emphasises on ‘less is more’ and practising mindfulness when buying a product in a world that is full of content, pushing people to make impulsive purchases. It is all about living in a sustainable way and using available resources in a responsible way and netizens are here for it.

How did the trend gain traction? In a slew of videos that surfaced online, netizens were seen appreciating what they already owned. In some videos, they talk about how they have been recycling and reusing old products, leftover food, not throwing out an old but perfectly usable product, or hand-me-downs rather than flaunting new purchases. The champions of this trend are sustainability and frugality. The videos are all part of the trend that is encouraging people to reconsider their purchases and focus on quality, not quantity. ‘Very Demure, Very Mindful’ Fame Jools LeBron Viral Videos: Influencer Explains How Ladies Need To Be Respectful at Work in This Satirical TikTok Trend (Watch).

Underconsumption Core Trend

Underconsumption Core

Living Sustainably

This Is a Cool Trend

There are several factors, like economic pressure,  environmental awareness and social pressures, that have caused underconsumption to trend on social media. Young adults, particularly Gen-Z and Millennials are most affected by the posts and videos that encourage them to spend and make impulsive purchases. Amid the several TikTok trends that glamourise shopping, hoarding and buying, the underconsumption core trend is certainly a positive one that is encouraging people to focus on quality and not quantity. Yes, it is the best for the finances as well!

(The above story first appeared on LatestLY on Aug 21, 2024 12:32 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).