TikTok Trend Underconsumption Core Ticks Consumer Concerns on Spending, Sustainability

Article from WWD (Paywall) + Recap

Article (Paywall):

TikTok's ‘Underconsumption Core’ Trend Has Staying Power as Consumers Seek More Value, Less Stuff (wwd.com)

Recap:

• #Underconsumptioncore Trend: #Underconsumptioncore is a trending TikTok hashtag that promotes frugality, sustainability, and mindful consumption, countering the platform's shift toward shoppable videos and ad-driven content.

• Consumer Concerns: Consumers, especially younger ones, are increasingly concerned about inflation, the environmental impact of fashion, and personal wellness, leading them to question traditional consumerism and "retail therapy."

• Shift in Consumption Patterns: The trend is part of a broader movement away from excessive consumption, with influences like "de-influencing" and "loud budgeting" encouraging people to buy less and focus on value and transparency in their purchases.

• Influence on Fashion and Marketing: Brands are responding to this shift by offering more transparent pricing and durable products, while secondhand marketplaces like Vinted are gaining popularity as consumers seek more mindful ways to shop.

• Impact on Social Media and Beyond: While #Underconsumptioncore may be a short-lived trend, it reflects a broader, potentially lasting shift towards more conscious consumption, driven by economic, environmental, and mental health considerations.