For the past few years, Pinterest has become my favorite corner of the internet. It felt like the last place online where I could create more than I consumed. But recently, there’s been a shift. Instead of the organic haven of discovery that Pinterest once was, it too has been overrun by ads. 

I’m not the only one who has noticed the switch — and it’s not just Pinterest. Most corners of the internet now feel oriented to browsing and buying. As a way of expressing their fatigue, many are posting about a new trend: Underconsumption.

“Most corners of the internet now feel oriented to browsing and buying. As a way of expressing their fatigue, many are posting about a new trend: Underconsumption.”

In early 2023, we saw the rise of “de-influencing,” where content creators began to speak out against unnecessary purchases and overhyped products. Creators like @venetialamanna, who calls herself a “fair fashion campaigner,” used this trend to call out brands for unfair working conditions, promoting a culture of microtrends, and scarcity. 

This was followed by “loud budgeting,” which encouraged people to be vocal and unapologetic about their financial limits. Coined by creator Lukas Battle, this was a response to “quiet luxury” that started as a tongue-in-cheek video but became a movement for people to be shameless about not wanting to spend for the sake of it. “Let’s send a message to corporations about inflation rates,” he said in the now-viral video. “Let’s take a stand.” 

Now, underconsumption is having a moment, urging us to find joy and purpose in using what we have, repairing what’s broken, and buying only what we truly need. But when the messaging relies on visual media to promote a lifestyle shift that centers internal wellness over aesthetic pleasure, can underconsumption compete with the endless sparkly lifestyle ads normalizing the opposite? 

What is underconsumption?

Scrolling through the explore section of any social media feed, you’ll see lots of posts that capitalize on the feeling of purchasing new items. Picture the ASMR or “satisfying” vids of over-the-top pantry and bathroom restock videos, or glossy Sephora hauls that glamorize collections of skincare and makeup products. Imagine then seeing someone showing how they got the very last drops from a stained bottle of their favorite foundation. Or a small stack of repaired sweaters captioned with the number of years the poster has owned them. Or a video of a streamlined entryway with a single handbag and pair of sunglasses while a voiceover says “These are the only purse and sunnies I own, and I love them so much.” 

“While it might sound normal to someone who isn’t heavily online, the trend of underconsumption is in stark contrast to the glamorous aestheticization of the internet.”

This is underconsumption. While it might sound normal to someone who isn’t heavily online, the trend of underconsumption is in stark contrast to the glamorous aestheticization of the internet. After years of influencer campaigns flooding our feeds with what it looks like to live with an overabundance of brand-new things, underconsumption creators are showcasing how well-loved and used their belongings are, and how they subsist on less. It’s quite a reversal!

From ad fatigue to inflation rates, reasons abound as to why consumers are gravitating toward content that celebrates having less, buying less, and appreciating what you have. So far, the trend has yet to be corrupted by the consumerism it aims to address — however, the tides could turn as I write this. But I’m hopeful. Something about this trend already feels different than in the past, when slow living was co-opted to encourage buying more in a minimalist aesthetic, rather than engaging in the act of minimalism itself. 

“Slow living was co-opted to encourage buying more in a minimalist aesthetic, rather than engaging in the act of minimalism itself.”

As we navigate an era of economic uncertainty, environmental consciousness, and a growing desire for slower living, underconsumption is emerging as a lifestyle choice that challenges our relationship with shopping. But can living with less truly become aspirational when the internet continues to glamorize buying more? How can underconsumption convince us to seek contentment in what we already have when consumption looks so good?

Where did #underconsumptioncore come from?

The underconsumption trend is the latest evolution in a series of movements pushing back against the heightened consumption dominating social media.

With the popularization of TikTok, we’ve witnessed a social shift. While brands used to dictate trends — cue the infamous “cerulean” scene from “The Devil Wears Prada” — now, brands follow content creators on the internet. Culture has become a game of catch-up, where we are all at the mercy of what’s trending online rather than the other way around. Even the most offline person can’t engage in IRL society without experiencing the impact of the ultra-fast-paced waves of social media influence.

“Culture has become a game of catch-up, where we are all at the mercy of what’s trending online rather than the other way around.”

Media influencing a society to achieve happiness through consumption isn’t new — this is at the heart of marketing, after all. But social media has escalated the experience by disguising ads in influencer campaigns. 

“The gap between lifestyles might make you start to feel like you’re falling behind.”

Watching ads on a commercial break is significantly less impactful on your self-image compared to online videos of seemingly normal people that happen to have bathrooms that could double as Ulta stockrooms. An old-fashioned TV ad is delivered in a marketing context — there are actors, a familiar jingle, a brand logo — while content creators present themselves as our peers, just sharing a glimpse into their everyday life. It can be hard not to compare your life to theirs. You might even find yourself wondering things like “Why does everyone have espresso bars in their guest rooms when I don’t even have a guest room?” The gap between lifestyles might make you start to feel like you’re falling behind.

The reality is that most people can’t and don’t live like that. Most people don’t have the space, the time, or the money to turn their homes into glossy storefronts. While some people might experience an internalized sense of failure about this, many are also feeling a disillusionment with the messaging that suggests living this way is ideal in the first place.  

“Underconsumption pushes back on influencer ad campaigns by spotlighting a lifestyle where using what you already own is the aspiration.”

It is in this environment that underconsumption emerges. First appearing in mid-July 2024, underconsumption pushes back on influencer ad campaigns by spotlighting a lifestyle where using what you already own is the aspiration. It’s not about asceticism, nor is it a retreat out of society like #cottagecore. It’s a reminder that most people don’t buy luxury shampoo in bulk. It normalizes, well, what “normal” lives still look like.

Underconsumption reminds us that we can still participate in — and be happy with! — life without the latest haul. Creators show off romanticized versions of a life lived without constant newness.

And if all this sounds pretty normal, why does it feel so radical?

The normalization of overconsumption

One question leveled to #underconsumptioncore creators is often: “Isn’t this just normal?” But on the internet, it’s not. For most people, their feeds are overrun with the overconsumption to the point that we see excess as the default. From restocking videos to hauls, we have become desensitized to overconsumption — and often can’t tell if we’re engaging in it ourselves.

“From restocking videos to hauls, we have become desensitized to overconsumption — and often can’t tell if we’re engaging in it ourselves.”

Earlier this summer, data from research firm Disqo released their TikTok Advertising 2024 report, which showed just how effective and normalized advertising on social media has become. “About 60% of regular TikTok users said they have made a purchase as a result of a TikTok recommendation,” the report showed. And those who make purchases do so often. “Nearly a third said they do so at least monthly, and 14% reported doing so weekly.”

The overconsumption videos are powerful sellers. With the seamless integration of ads with lifestyle content, combined with autofilling purchasing functions, it’s never been easier to impulse buy. But letting this habit go unchecked can lead to clutter, waste, and a chronic feeling of dissatisfaction. All of which can be hard to detect as we keep watching content that makes buying even more stuff look like the answer to all our problems.

Can underconsumption be more than a trend?

Speaking to media commentator and host of the “Internet Analysis” podcast Tiffany Ferguson, she expressed that #underconsumptioncore is just the current manifestation of a lifelong project that most of us are working on to “change our relationship with consumption.”

“That’s a crucial piece!” she said. “None of these ‘trends’ work if we don’t actually try to address our personal relationships and habits related to shopping, impulse spending, etc. This personal introspection and accountability is the hardest part. It really is a lifelong journey… We have to constantly check back in with ourselves, examine our priorities and current circumstances, and try to stay on track.”

At its core, underconsumption is about reimagining our relationship with stuff. It’s not about deprivation, but rather about finding fulfillment in what we already possess and being mindful about future purchases. In this way, #underconsumptioncore is shifting how we see aspirational living: Instead of aspiring for our life to look a certain way, we are hoping for it to feel a certain way. 

“Instead of aspiring for our life to look a certain way, we are hoping for it to feel a certain way.”

Ferguson seemed hopeful about the underconsumption’s staying power because of how it resonates with those of us “aspiring to actually appreciate what we already own and make full use of our stuff” — no matter the form it takes next. “As I’ve been thinking and writing about underconsumption over the past few weeks, I’ve been looking around my house and appreciating random items more,” she told me. And isn’t this the ultimate aspiration? Finding inspiration and appreciation in the small details of our lives? 

While the pendulum of content and culture might shift, underconsumption serves as a beacon of inspiration. Despite what the algorithm usually shows, many people live beautiful, slow, simple lives that they enjoy outside of the constant pressure to consume.

Applying an underconsumption mindset to your life

Interested in dabbling in underconsumption? Here are some of the ways creators are bringing this concept to life:

Celebrate wear and tear

Instead of hiding scuffs on shoes or patches on clothing, underconsumption advocates proudly showcase these “imperfections” as badges of honor. And the trend emphasizes fixing and taking care of your items (especially clothes) so they will last longer, perhaps even a whole lifetime.

Make all purchases intentional

When new items are needed, underconsumption enthusiasts prioritize quality, durability, and versatility. They’re not afraid to invest in pieces that will last, even if it means saving up for longer. Many creators are introducing their followers to the concept of cost-per-wear, encouraging them to think about the long-term value of their purchases rather than just the upfront price. Other mindful ways to purchase include the “one in, one out” rule, beauty panning (which is using up a beauty product before buying a new one), or investment in a capsule wardrobe.

Put sustainability first

In an age where the effects of climate change are becoming increasingly apparent, underconsumption offers a tangible way for individuals to reduce their environmental footprint. By considering the impact of what we buy, we can also start to consider ethical questions like: “Who made this item?” And, “How much were they paid?” Underconsumption normalizes knowing exactly where our stuff comes from and letting that guide our decisions to purchase.

Celebrate individuality

The pressure to consume in order to experience group belonging is a big driver of overconsumption. However, underconsumption celebrates individuality by encouraging people to find the things they actually like enough to use and wear all the time.

Build a community of support

While underconsumption celebrates individuality, it also promotes a return to community reliance. Many underconsumption advocates are fostering communities around shared values of sustainability and mindful living. From swap meets to repair cafes, these initiatives are bringing people together in meaningful ways. ✨

“Underconsumption asks us to look inward to find meaning, and to challenge our motivations for buying new.”

Underconsumption asks us to look inward to find meaning, and to challenge our motivations for buying new. It is a mindset and lifestyle shift that won’t happen overnight. 

It’s important to remember that underconsumption isn’t about deprivation, but abundance: The abundance of time when we’re not constantly shopping or working to fund our next purchase; the abundance of connection when we focus on experiences and relationships rather than things. And also an abundance of hope — a reminder that we have the power to shape our lives and our world through our daily choices.

Langa Chinyoka is a Contributing Editor at The Good Trade. She is a writer and strategist based in Los Angeles.