The Internet's Latest Obsession

Underconsumption is the latest trend that sweeps the internet. It all started with tiktok that eventually picked up underconsumption as a core ( a specific theme/aesthetic) in internet culture. This underconsumption core is basically consuming less, living more frugally and embracing minimalism. However, like many other internet cores, some people approach this lifestyle a little too hardcore. While it seems like underconsumption is a good thing, it is still riddled with things that make you cringe. As the nature of internet culture, it is riddled with out-of-touch influencers who are also trying to bank in on this trend. They make it seem like it is a new trendy concept and something that not a lot of people but actually does. So, safe to say, it was definitely cringe and super out of touch. So, let’s dive in with me to this underconsumption core, the internet culture that actually highlights minimalism again in 2024.

I’ll also talk about why I wrote the title like that a little later.

Is This Minimalism Re-brand or just normal living?

Underconsumption comes as a result of overconsumption that exists within internet culture. People doing hauls, from fashion to even books and bought in excess. It eventually reached a point where people are tired of being influenced to constantly buy, buy and buy. This phenomenon isn’t exclusively happening in the US, almost all over the globe even in SEA, influencers are paid by companies just so we get to buy the newest aesthetic thing from the market. There are also things like the BNPL (Buy Now Pay Later) scheme that are rampant across the APAC region. People, especially Gen Z get in debt just to keep up with the trends and the lifestyle. These things don’t really last longer, especially things that are marketed as aesthetics. I am not trying to be a hypocrite here but yes, I fell for it in the past too and since I am mostly reviewing tech stuff, I certainly bought the so-called “aesthetic” gadgets. You can safely say, they don’t last as long as I’d like it to be.

In its core, underconsumption is just basically normal living. For a lot of people, we don’t get to buy/collect stanley tumblr. I grew up in an Asian household and my mother would just use any box for storage until she followed the trends too and we never really do that anymore. We got proper storage. My mother also reuses its plastic bottle despite the fact that we have bottles to use and she chooses to use the plastic bottle that is supposed to be in trash. She would really use anything until it's actually finished. When I was a kid I hated that because that seems like too frugal but now, as an adult I am doing that and finally understood her reasoning.

Why is it cringe?

What really made this core cringe is how some influencers went overboard with it. I watched a video where a girl looks like using expired makeup. People showing shoes with holes and even shirts with holes just to show that they are better than anyone. Reusing the same dress and bags - these are just normal things, that’s what normal people do!

There is always this part of the story and somehow this trend made it to NBC news with the title that underconsumption may lead to the economy slowing down. It could very well be but as always, there’s more to it.

I am all for this core!

Honestly, I am all for this trend, I love that it’s finally a trend and something I could do and fit in more. Is it bad for the economy? I mean if it’s done on a massive scale it could be but really, it isn’t just as simple as that. Under this trend, they are also advocating to spend more responsibly which means not buying things that we don’t need and buying things when we truly need it and from a place that actually sells quality. I suppose who are hurt by this trend is certainly shopping haul influencers that do those for a living. Their job is to influence people to buy more but people aren’t exactly buying, at least for now.

This trend also shows that the general population especially in Asia is also doing revenge savings too. They do not want to spend more, they want to save and slowly, this is picking up in the US. I love that about it that we don’t really consume anymore and focus on savings. As much as the wars, whatever happened out there, it could mean that the young generation still have hope for the future and not maximizing only the present experience.

I think it’s really just normal lives with the people doing this trend are 20-somethings like myself who are entering adulthood, being in adulthood and facing life’s actual responsibility. We got bills to pay and unlike our parents' generation, they ain’t cheap no more.

So, it became quite massive because there are platforms that could talk about it. The thing is unlike minimalism that was once endorsed a couple years ago popularized by The Minimalists duo, there’s no monochrome colored aesthetic to it. This underconsumption core is really just not buying things, stopping consuming things irresponsibly and buying things only when we truly need it.

What do you think about this underconsumption core?

I guess, I’ve been under this core for a long time. I am not the type that likes to buy clothes or anything like that. I even got a comment from my parents the other day that I should ditch my night dress because they have holes and I shouldn’t be seen wearing that. You see, I have that dress from about 7 years ago and has comfy fabric, the comfiest I’ve had. It’s similar to a lot of things in my life where I rarely collect stuff. Even my shoes have holes and I haven’t bought any just because I don’t see the need to purchase one. BUT, I am not extreme. I don’t use expired makeup because they’re not finished. I typically buy enough for me that I know would last a month or two. I don’t also buy in excess and know that if I get something they have its own use and I’ll most likely use it.

And, that’s it. Let me know if you’ve come across this trend in your feed!