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.