Shopping hauls, endless advertisements, 10-step skincare routines: Social media and overconsumption usually go hand in hand.

But every once in a while, users try to break the cycle.

The latest attempt has been dubbed ‘underconsumption core’, where TikTokers are promoting the concept of only buying what you need, and using it until it’s finished or thoroughly worn out.

This includes wearing the same pair of sneakers for years, using every last bit of a skin cream before buying a new one, storing glass jars to reuse later, and upcycling clothes or furniture.

@dainty.nugs Some underconsumption tips ive been trying to follow this year, i am actually spending WAY less already than last year on material items and way more on experiences, traveling, hobbies and spending time with loved ones! #underconsumption #deinfluencing #underconsumptioncore ♬ original sound – speedz!

These acts might seem pedestrian, but for people more involved on social media, it is a refreshing change from the usual pressure to amass huge collections of unused make-up or enough clothes to fill a store.

“I would watch so many versions of this all the way through! It’s so cool seeing other people with similar pared-down, anti-consumption-focused routines go about their day,” one TikToker commented on an underconsumption core-themed post.

Another wrote, “Staying on underconsumption tiktok to motivate myself to get emotionally unattached to items.”

Trends away from excessive consumerism

Underconsumption core comes on the heels of last year’s ‘deinfluencer’ trend, where instead of spruiking every freebie sent to them, content creators got real with followers about whether the products were worth their hard-earned cash.

The trends away from maximalist consumption come as economic conditions tighten around the world, and consumers become more educated about the social and environmental consequences of overconsumption and fast fashion.

Analysis by the The Australia Institute found Australia is the world’s biggest consumer of textiles per capita, with Australians each buying an average of 56 new clothing items and collectively throwing more than 200,000 tonnes in landfill every year.

Although trends like underconsumption core appear to promote more sustainable consumer behaviour, there is debate over motives, effectiveness and affordability.

@amillennialhousewife i loveee the underconsumption core videos I’ve been seeing 😍 cost of living has made this alot of people’s norm 🕊#overconsumption #overconsumptioncore #minimal #sahmlife #aussiemum #costofliving #frugalliving #costoflivingaustralia #nowaste ♬ BIRDS OF A FEATHER – Billie Eilish

Some TikTok commenters have pointed out the practice of underconsumption being promoted is ‘standard’ consumption, especially for low-income families.

“Underconsumption? I think you mean what low-income people have been doing for ages,” one TikToker commented.

“It’s good branding. Normal consumption is a reasonable middle but it don’t roll off the tongue,” another wrote.

Some view posting underconsumption core videos as a brag that the respective social media user considers themselves above following trends, rather than a genuine altruistic effort to do their bit in improving global conditions and encouraging others to do the same.

Other participants misinterpret the trend and inadvertently promote unsustainable behaviour by throwing out products before they have been fully used up.

Additionally, underconsumption core isn’t always presented as a more affordable alternative to overconsumption.

Instead, many TikTokers have folded it under ‘luxury minimalism‘, focusing on expensive designer products in their downsized collection of goods, reasoning that ‘better quality’ items last longer.