Can the slow adoption of the TikTok "Core" trend among users potentially yield positive impacts on content creation and engagement?
#### New Wave of Consumption#### The Shift TikTok's Underconsumption Core Trend#### By Emma O'Regan-Reidy
Updated Sep 23, 2024 at 08:55 AM
Reading Time: 3 Minutes
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Fed up with the tantalizing lifestyles presented by influencers? You're not alone. TikTok's latest trend, the underconsumption core, is here to shake things up. This refreshing wave encourages thoughtful consumption and doesn't shy away from showcasing the power of owning less and using what you have.
We chatted with Krystalynn Grier, a content creator, and she couldn't agree more. In today's social media, excess is everywhere! "It's crucial to showcase that the unattainable 'overconsumption' we see online isn't realistic for the majority of us," Grier explained. And that, my friends, is where the underconsumption core comes into play. But what is this trend all about?
Embracing the Underconsumption Core
Underconsumption core is a lifestyle trend that champions the art of lasting consumption. Instead of chasing every passing micro-trend in fashion, interior design, beauty, or any niche imaginable, some influencers are now shining a light on the items they've used up completely, had for years, or even purchased second-hand.
As Greg Petro, a writer for Forbes, points out, it's not about showing off how much you've spent; rather, it's all about emphasizing the value of not spending. Haul videos are still popular across social media channels, but underconsumption core flips the script. A simple makeup routine featuring a handful of products, and an average-sized closet packed with well-loved clothes alongside a dented but functional water bottle are typical themes you'll see in underconsumption content. It's a breath of fresh air compared to the usual barrage of over-the-top video content pushing the latest products we often see on our screens.
The Economic and Cultural Drivers
While the term "underconsumption" gained traction throughout 2024, hitting its peak in late July and early August, its appeal stems from various factors, including economic pressures and a longing for authenticity. Grier echoes this sentiment, stating, "I think people are tire of seeing constant unboxings and shopping hauls in a time where things can feel a little uncertain. It's way more fun to follow creators who reflect a piece of you rather than creators that feel unattainable."
On the other hand, underconsumption core can also be viewed as a response against the excess and unattainability of influencer content we've grown accustomed to online over the years. As a reaction, "it's pushing back against this idea that you need to constantly be buying things to have a happy and fulfilling life," Megan Doherty Bea, an assistant professor of consumer science at the University of Wisconsin-Madison, told CNN.
This aligns with the rise of canceled spending, loud budgeting, and deinfluencing trends among Gen Z. Lukas Battle, the TikTok creator who popularized the term, promotes the idea that selective consumption is "more chic, more stylish, more of a flex" than ever before. Underconsumption core, therefore, isn't just another trend; it signals a shift in the way influencers interact with their audiences, as details. It also has the potential to reshape the way younger consumers approach spending and consume content moving forward.
Mariela Merino, a content creator on TikTok and YouTube, shares the following sentiments. "When I saw that 'underconsumption core' was trending on TikTok, I had to jump on it. My content revolves around simple and intentional living so it fits with my lifestyle and it resonated with me so I shared my own version there." While Merino acknowledges that the labels of underconsumption and influencer may seem contradictory, she remains optimistic about its potential impact on both influencers and consumers alike. "I hope this trend will stick around because it's a great way for more people to understand that life isn't about the material things you own, but about the memories and experiences you can collect instead."
In conclusion, the underconsumption core trend serves as a beacon of hope, reminding us that we don't need to constantly acquis thousands of material goods to live happy and fulfilling lives. In a world where the pressure to consume is omnipresent, underconsumption core offers a thoughtful, sustainable, and realistic approach to living. Whether it's here to stay or just another fleeting trend, only time will tell.
Additional Insights:
- The underconsumption core trend is driven by a desire for authenticity and a rejection of the traditional influencer culture that often promotes excessive spending and consumerism.
- The trend is influenced by economic pressures, such as inflation and the cost-of-living crisis, as well as growing environmental concerns about sustainability and overconsumption.
- By encouraging mindful consumption, the underconsumption core trend challenges the dominance of materialism and places greater emphasis on experiences and memories over possessions, fostering a broader cultural shift towards minimalism and sustainability.
- Influencers who embrace the underconsumption core trend may gain credibility with audiences seeking authenticity, sustainability, and mindful consumption. However, those who continue to promote excess may face backlash or loss of audience trust.
- Consumers who adopt underconsumption core values are likely to see financial savings and reduced environmental impact, as well as fostering a cultural movement of minimalism and sustainability.
- Krystalynn Grier, a content creator, asserts that the underconsumption core trend is a needed change in a social media landscape where excess is prevalent, arguing that it is essential to showcase that the unattainable 'overconsumption' seen online is not realistic for the majority of people.
- Greg Petro, a writer for Forbes, highlights the difference between the usual haul videos and underconsumption core content, stating that it's not about showcasing what one has spent, but rather emphasizing the value of not spending.
- Lukas Battle, the TikTok creator who popularized the term, promotes the notion that selective consumption is more chic, more stylish, and more of a flex than any outward display of excessive spending. This indicates that underconsumption core may present a shift in the way younger consumers view and approach spending.
