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In a world where the mantra of "more is more" has dominated retail, a new trend is sweeping across TikTok, and it's all about having—and buying—less. Welcome to the age of underconsumption-core. If you’ve been on TikTok recently, you might have scrolled past videos (maybe even ours) where influencers are proudly showcasing items they’ve owned for years, offering a refreshing antidote to the endless stream of product recommendations.

This trend is more than just another fleeting moment in the digital spotlight; it's a movement that could significantly reshape consumer behaviour and, in turn, contribute to a more sustainable future.

What Exactly Is 'Underconsumption-Core'?

Underconsumption-core is the trend that says "no" to cluttered shelves and overflowing wardrobes we’ve been conditioned to aspire to. Instead, it champions minimalism, quality, and longevity. Content creators like Julie George and Alice Chae have garnered millions of views by embracing this lifestyle, showing off products they’ve carefully selected and used for years. It’s a pushback against overconsumption—a movement encouraging us to focus on what we truly need rather than what we’re told to want.

At its heart, underconsumption-core celebrates the items we already own, rather than constantly seeking out the next best thing. Think of it as luxury minimalism, where the focus is on fewer, better things that stand the test of time. This trend emphasises that using what you already have is the most sustainable option, highlighting the importance of mindful consumption.

Why Now? The Drivers Behind the Trend

So, why is underconsumption-core taking off now? Maggie Zhou, a slow-fashion expert and content creator, believes the trend is a reaction to the global cost-of-living crisis, which has forced many to rethink their spending habits. As disposable incomes shrink, people are naturally drawn to more mindful consumption—making each purchase count rather than impulsively adding to their cart.

But there’s more to it. Zhou points out that the trend also reflects a growing dissatisfaction with capitalist ideals. The relentless hustle culture and the false promises of meritocracy have left many feeling disillusioned. Underconsumption-core offers an alternative—a way to step off the treadmill of endless consumption and find contentment in simplicity.

It’s also a response to mounting environmental concerns. With the planet straining under the weight of our consumption habits, there’s a growing recognition that the status quo isn’t sustainable. Underconsumption-core isn’t just about buying less; it’s about buying better and being more intentional with our choices. The most sustainable purchase, after all, is the one you don't make—and this trend is all about making that concept mainstream.

What This Means for Your Favourite Brands

As consumers become more selective, the demand for high-quality, durable products is likely to increase. Brands that can pivot towards sustainability and long-lasting design will find themselves well-positioned in this new landscape. We can't be more excited about this!!

At Go For Zero, we’ve always believed in providing sustainable product options that are better for you and the planet, and always encourage you to use up what you have before making the switch to our waste-free and toxin-free products. That’s what mindful consumption is all about—making intentional choices that support a healthier, more sustainable lifestyle.

Maggie Zhou suggests that it might be time for an overhaul in how businesses operate. "We’re drowning in excess," she says, urging brands to focus on producing fewer, but better, products. "You can’t make money from a dead planet," she adds—a stark reminder that sustainability isn’t just a buzzword; it’s a necessity.

What Happens After the Hashtag "Underconsumption Core"

While underconsumption-core could just be another passing trend, its underlying principles are likely here to stay. Even if the hashtag eventually fades, the movement towards more mindful consumption is unlikely to disappear. After all, the desire for a simpler, more sustainable lifestyle isn’t just a trend—it’s a response to the very real challenges of our time.

It might not be easy to opt out of hyper-consumerism entirely, but every small step counts.

In a world that often measures success by how much we consume, underconsumption-core is a breath of fresh air. It’s a reminder that less can indeed be more—and that true luxury lies in the quality, not the quantity, of what we own.

For more happy Earth news stories like this, we think you'll love our story here about the Australian Startup 'Grow It Local' Who Are Revolutionising Home Gardening, it's such a goodie!

Until next week, much love!

GFZ Team xoxo