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Underconsumption Core on The Viral List

We round up the most viral moments of the week…

Written and Edited by the YPulse Editorial Team

Jul 12 2024
North America

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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...