This week on TikTok: Underconsumption is the new de-influencing Last year, the “de-influencing” trend which mainly swept the beauty industry made tons of headlines. It had brands questioning whether influencer sponsorships were going to become a thing of the past as young consumers sought out more personal recommendations. Now, more than just influencers are pushing an even larger-scale trend that encourages less shopping for the sake of trend: underconsumption (or undersonsumption-core). The hashtag #Underconsumption currently has just under 500 videos on TikTok, but some posted even within the last day have over 1M views. Driven mainly by young women, the videos show the clothes people have worn for years, their minimalist skin care collections, furniture that’s been kept within the family, and more. The point is to show the longevity items can have when “trendy” is taken out of the equation, and lasting quality is factored in. In terms of products, the trend emphasizes using things up before buying anything new—makeup, candles, even shoes. Users explain items like “durable everyday fanny...
- Article
