The New Way of Consuming: Gen Z’s Shift towards Underconsumptioncore

For the first time, it’s "cool" to show off your old clothes and studio apartment with no art on the walls. Gen Z has started to adopt a new trend called Underconsumptioncore, which emphasizes reusing and repurposing what they already have instead of constantly buying new products. But what drives this movement, and what does it mean for the future of consumption?

The Viral Phenomenon

Underconsumptioncore is a viral tag on TikTok, filled with young people sharing ways to live more sustainably by not buying new things. From limiting themselves to one water bottle to skipping nail care or decorating their homes, Gen Zers are opting out of constant consumption and embracing a more frugal lifestyle. This movement is not about being broke, but about rejecting the culture of excess and fast consumerism.

Meet Adeline Um, a 27-Year-Old Musician

Adeline Um, a Boston-based musician, is a prime example of this shift. She has made a conscious decision to use every ounce of skincare products, continue to use worn-out makeup brushes, and wear her 15-year-old clothes. Um believes that the constant push to buy the latest and greatest is exhausting and contributes to a sense of anxiety and pressure.

Why Gen Z is Choosing Underconsumption

According to a report by Bank of America, 50% of Gen Z adults surveyed believe the cost of living is their biggest financial challenge and greatest barrier to success. For a generation grappling with anxiety about their financial futures and the environment, underconsumptioncore offers an empowering and attainable solution.

Not Just about Being Frugal

While underconsumptioncore may be a response to financial pressures, it transcends socioeconomic status. Even individuals who are financially stable, like Adeline Um, choose to adopt this mindset to avoid the monotony of consumerism and find satisfaction in making the most of what they already have.

Screen Time and Anxiety

For Adeline Um, underconsumptioncore is also a way to escape the relentless scrolling and comparing that often accompany social media. She advocates for a digital detox, where one disconnects from screens and connects with the world around them.

From Fashion to Food Waste

Underconsumptioncore extends beyond material possessions. For example, Sabrina Pare, a content creator, repurposes old items, making her living online, while also advocating for sustainability. Her passion for reducing waste in her everyday life and her home has driven her to share these values with others.

What’s Behind this Trend?

Experts like Holly O’Neill, president of retail banking at Bank of America, argue that underconsumptioncore reflects the younger generation’s priorities in terms of financial well-being, budgeting, and sustainability. For O’Neill, underconsumption is about being mindful of one’s spending habits, setting a budget, and cutting back where possible.

A Long-Term Impact?

Despite the virality of underconsumptioncore, experts like O’Neill don’t expect it to revolutionize spending habits. However, this movement demonstrates a deeper awareness among Gen Z of the impact of their spending choices and their role in shaping a more sustainable future.

Conclusion

Underconsumptioncore represents a shift towards a more mindful, frugal, and sustainable lifestyle. While this movement may not fundamentally change consumption habits, it serves as a powerful reminder that every small change can make a difference in our collective future.

Frequently Asked Questions

Q: Is underconsumptioncore a new concept?

A: No, underconsumptioncore builds upon the ideas of sustainability and minimalism that have been around for a while.

Q: Is this movement exclusive to Gen Z?

A: While underconsumptioncore may have gained traction among Gen Z, its principles are accessible to people of all ages.

Q: What’s the ultimate goal of underconsumptioncore?

A: To adopt a lifestyle that values sustainability, frugality, and mindful spending.

Q: Can I still enjoy fashion and lifestyle content while participating in underconsumptioncore?

A: Yes! The goal is to find balance between consumption and sustainability.

Author: fortune.com

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