The 'underconsumption core' trend on TikTok is gaining momentum, encouraging users, particularly Gen Z, to adopt more mindful purchasing habits and reduce waste. This movement has emerged as a response to the excesses of consumerism experienced during the pandemic, with individuals now focusing on buying and using only what they need [5759181d]. In Singapore, participants are engaging in no-buy challenges and thrifting, reflecting a growing awareness of the need for sustainable consumption practices [e07c2e58].
The trend highlights a significant increase in average per capita retail spending in Singapore, which rose by 17% over the past five years. In 2023, individuals generated an alarming 10kg of e-waste, 36kg of textile waste, and 128kg of food waste, while only 12% of household waste was recycled [e07c2e58]. The national recycling rate in Singapore has dropped to 52%, the lowest in a decade, with a target of reaching 70% by 2030 [e07c2e58].
Dr. Denis O’Hora from the University of Galway notes that this trend reflects a broader societal shift towards valuing experiences over material accumulation, particularly as economic downturns and the cost-of-living crisis continue to influence consumer behavior [5759181d]. The hashtag #underconsumption has nearly 15,000 posts, indicating a potential lifestyle change among users [5759181d]. Influencers like Kara Perez and Andrea Cheong are leading the charge on platforms like TikTok, advocating for a lifestyle that prioritizes quality over quantity and encourages individuals to live sustainably [ad9c517d].
As the trend spreads, it promotes the principles of reducing and reusing before recycling, fostering a sustainable economy that aligns with the values of many young consumers today [e07c2e58]. The 'de-influencing' movement has also emerged as a counter to overconsumption, with advocates highlighting the positive aspects of the 'underconsumption core' trend in relatable ways [5759181d].
This trend is not just a passing fad; it reflects a deeper societal shift towards sustainability and conscious living. As consumers become more aware of their impact on the environment, the 'underconsumption core' movement serves as a reminder to be smarter consumers, making choices that benefit both their wallets and the planet [e07c2e58]. By sharing their experiences and challenges on social media, Gen Z is inspiring others to rethink their consumption habits and contribute to a more sustainable future [ad9c517d] [0a6b380b].