The 'underconsumption core' trend on TikTok encourages users to resist consumer pressures and highlights the importance of mindful purchasing over unthinking spending.
Rosie Albrecht exemplifies this movement: 'Instead of telling people to buy stuff, I'm talking people through why I'm not buying stuff.' Her content counters the typical consumerist narrative.
This trend emerges as a reaction to rampant consumerism and concerns about environmental sustainability. With millions of tons of clothes disposed of annually, it advocates for less, but more intentional, consumption.
The deinfluencing trend serves as a necessary pushback against influencers promoting excessive buying, highlighting a growing awareness among young users about the pitfalls of fast fashion.
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