The rise of influencer culture in recent years has inundated social media platforms with ads and sponsored content promoting an excess of products and lifestyles. Many consumers, like myself, have grown weary of the constant pressure to buy things we may not need or can’t afford. However, a new trend known as “underconsumptioncore” has emerged as a refreshing shift away from the influence of social media personalities and their relentless marketing tactics.
In a society that promotes overconsumption and materialism, living a minimalist lifestyle can be a challenging commitment to uphold. The constant bombardment of sponsored posts and advertisements on platforms like Instagram only adds to the pressure to keep up with the latest trends and products. Adhering to a standard more aligned with minimalism than excess requires a daily renewal of vows to resist the urge to impulse buy or give in to the allure of influencer marketing.
Studies have shown that a significant portion of consumers are living paycheck to paycheck, yet they still succumb to the temptation of making impulse purchases advertised on social media platforms. Influencers play a substantial role in driving purchasing decisions, especially among Generation Z, who are heavily influenced by recommendations on TikTok and Instagram. The pressure to keep up with consumer trends and maintain a certain lifestyle can lead to financial strain and contribute to a cycle of overspending.
The emergence of the #underconsumptioncore trend reflects a growing desire among consumers to make the most of what they already have and reject the constant pressure to consume more. This movement is not only driven by economic conditions but also by a shift towards intentional and sustainable living. Young people, in particular, are embracing this trend out of necessity as they face financial challenges and a sense of disillusionment with the culture of excess perpetuated by influencers.
While the popularity of #underconsumptioncore continues to grow, the longevity of this trend remains uncertain. As consumers grapple with inflation, dwindling savings, and financial instability, there is a growing interest in conscious consumerism and de-influencing as a means of curbing overspending. Whether this trend is merely a passing mood or a lasting movement will depend on the state of the economy and the ability of individuals to resist the influence of social media marketing.
The rise of underconsumptioncore represents a significant shift away from the consumer culture perpetuated by influencers on social media. As consumers strive to live more intentionally, sustainably, and within their means, the trend towards minimalism and mindful consumption is gaining traction. While the allure of influencer culture may still linger, the rise of underconsumptioncore offers a beacon of hope for those seeking to break free from the cycle of overconsumption and find contentment in simplicity.