Release date: July 30, 2024
Photo by Hello I’m Nik on Unsplash The latest TikTok trend might actually be a good thing
Movieguide® Contributor
A new trend on TikTok has Gen Z embracing a minimalist lifestyle, from thrifting second-hand clothes to saving and reusing items like plastic packaging.
On video-sharing apps, the “underconsumption core” trend is currently gaining popularity, with young people showcasing how they are minimizing purchases and cherishing the items they already have.
“Underconsumercore is a social media trend being hailed as a new response to fast fashion and overconsumption,” explains Hanushka Toni, founder and CEO of fashion resale company Cellier. “TikTok users, in particular, are promoting the concept of only buying what you really need and wearing it over and over again until it’s worn out or needs repair or replacement.”
When it comes to fashion, underconsumption core advocates for buying less new clothes, repairing old clothes, and shopping at thrift stores.
“This is in line with the wider movement towards sustainability and responsible consumer behaviour, aiming to create a more balanced and conscious approach to fashion consumption,” Toni continued. “The rise of conscious consumerism, underpinned by increased transparency and accountability from brands, is encouraging people to adopt more mindful consumption habits, further fuelling the popularity of this trend.”
Holly O’Neill, president of retail banking at Bank of America, offered her own perspective on the consumption deficit core.
“You don’t want to waste something you’ve already invested in or purchased; you want to get the most out of it,” she said. “That impacts both budgets and sustainability; I mean, we all know the satisfaction of using everything you buy and not wasting it. Gen Z is really attuned to that.”
The underconsumption core is also seen as a response to long-running TikTok trends that have encouraged purchases of the latest clothes, cosmetics and must-have gadgets.
“There’s an element of relatability,” said Jessica Parr, director of Space Doctors, a creative consultancy that works with global cosmetics conglomerates such as L’Oreal and Coty. “Many young people can’t afford to buy thousands of products, but they’re happy to actually be part of the underconsumption trend.”
Movieguide® previously reported on another financial TikTok trend called “Loud Budgeting.”
A financial trend called “loud budgeting” is taking TikTok by storm. What is loud budgeting, and what should you know before adopting the habit?
“Budgeting out loud [is] “The concept is to share your financial boundaries with friends and openly discuss them when it comes to deciding how to spend your money,” TODAY reported.
The term was coined on TikTok by comedian and author Lucas Battle, and while it started out as a joke, Battle and others now see it as a legitimate financial plan.
“Being financially independent and confident and transparent about your financial situation can be just as cool as flaunting it and trying to buy all the expensive items,” Battle told CNN.
Joyce Marter, LCPC, financial therapist and author of The Financial Mindset Fix: A Mental Fitness Program for an Abundant Life, explains that budgeting extensively “disconnects you from your ability to and value in purchasing material possessions and expensive experiences.”
Marter adds that discussing your financial boundaries with those around you can help you avoid the stress and other mental health issues that can come from dealing with tricky money issues.
She taught me the steps of the Loud Budget: open-mindedness, self-awareness, empathy, and taking responsibility for myself.
“Loud Budget is all about being rooted in self-esteem, self-love, an abundance mindset and conscious collaboration,” Marter concluded.
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