If you've been scrolling through TikTok lately, you might've noticed the app's latest craze, "underconsumption core". Well, what the hell is it? It's a trend where people show their everyday items to demonstrate the unnecessary need for consumption. While some praise the trend, others say this should be common practice.
One TikToker @sabrina.sustainable.life showed her underconsumption lifestyle. She displays her makeup collection, cutting open tubes and compacts to extract every last bit of product before replacing them. Her wardrobe with "older", well-worn but functional clothing that, while perhaps not the latest fashion, serves its purpose. Her collection of reusable tote bags and even her viral Stanley cup, despite a few chips and marks, continues to serve her daily needs. Her examples, highlight how possible it is to live a fulfilling life while minimising unnecessary consumption.
Social Media platforms have become a powerful force in shaping consumer behaviour, often influencing individuals to overconsume products they may not need. This constant exposure can create a sense of desire and dissatisfaction with one's current possessions and lifestyle. It can also create an insane amount of FOMO (fear of missing out), making a lot of people believe without these products they can't have this glamorous lifestyle or appearance, increasing the pressure of unnecessary purchases.
With underconsumption core, this can be a big eye-opener for people blinded by social media's influence on unneeded impulse buys. And you might be a victim of it too. Just think;
Have you bought anything from the influence of social media and influencers?
The answer is probably yes. For example, reflecting on the last 10 months we've bought things like Garnier's Vitamin C Daily SPF, Sainsbury's Crumbl cookie dupes, Stanley cups, and Mango greens... all of which we were influenced by Social Media. And to be truthfully honest, we've had very minimal use out of only a few.
Now being aware of this overconsuming issue and just how easy it is, we've put together a few tips on how you can reduce your consumption but also embrace a more mindful and sustainable lifestyle!
The 48-hour rule
If you see a product online where you feel that there is an urgent need to have it, write it in your notes and wait 48 hours. This gives you time to digest and actually think about whether or not you need whatever you saw on Instagram or TikTok. Having tested this myself, I've probably saved hundreds of pounds.
Reduce, Reuse, Recycle
This is pretty obvious, but it definitely is an important one. Reusing regular items like tote bags for shopping, water bottles, reusable coffee cups and even Tupperware on the occasion of buying lunch. You'd be reducing waste by a significant amount.
Even when it comes to clothes, you have the idea that you have to buy a new outfit for a new occasion like a day out, a birthday or even a wedding. Make a conscious effort to use the clothes already in your wardrobe, borrow from a family member or friend, or rent!
If you are in dire need of a new fit, places like ASOS, John Lewis and ByRotation give you the option to rent and lend outfits, helping people reduce overconsumption of clothes.
DIY and Repair
Before replacing a broken item, take the opportunity to find a way to fix it first. Say you're favourite tote bag rips, find a spare piece of fabric and sew it! Broken makeup powder? Find a TikTok or YouTube video to find a solution!
One in, One out
This is a simple yet effective method. Every time you purchase a piece of clothing, home decor, or even a book, you must get rid of an old item.
You can either sell, donate or even recycle if the item is beyond repair. Following this rule gives you a chance to be more mindful of your purchases and prevent consuming unnecessary things in your home. Not only is it a great way to declutter your space but also reduces your environmental impact.
In today's fast-paced consumer culture, it's easy to get caught up in the constant desire for new things. However, small changes can make a big difference, by adopting healthy spending habits and being more mindful of consumption, we can reduce not only our environmental impact but also improve our financial well-being.
