Underconsumption vs. Overconsumption
TikTok trends have shaped our lives and how we interpret various aspects of it. One such trend, underconsumption, is the answer to overconsumption trends that many influencers have shaped over the years. Instead of overspending habits and valuing quantity over quality, these influencers promot the opposite of maximalism and poor financial decisions.
Photo Credits: TikTok user @thea_cxore
If you closely follow certain TikTokers,, it’s hard not to notice how the base of their content promotes products and good reviews about them. Often, we hear them use phrases such as “Run, don’t walk,” “Are you kidding me? And ,” “*shocked face* ... STOP.” This leads us to believe that they’re good persuaders or at least professionals in what they do. However, after thousands of people started noticing this dangerous pattern and calling out influencers for their unrealistic living styles and content, the trend of underconsumption rose.
Photo Credits: TikTok user @depressiondotgov
The core of underconsumption has totally changed what we often see promoted on social media platforms. If you ever got to be on this side of TikTok, you might have noticed how different it is. Instead of buying clothes according to each new trend, “under consumers” buy less and make good use of the clothes they already own. Instead of having a whole closet full of makeup they might never use, they prefer to buy new products only when they finish the previous ones.
Photo Credits: TikTok user @sleepiism
These influencers emphasize the benefits of environmental awareness, wise financial decisions, and mental health. Considering that most people following trends are a part of the younger generation, teaching them financial education is important. Many under consumers show owning high-end goods, but in comparison to over consumers, they invest in a few good quality products that will serve them much longer. This encourages the decline of fast fashion and the mass market. Moreover, with rising prices and cost of living, underconsumption teaches the importance of setting financial goals and having savings. Lastly, this trend proved how decluttering and cleaning can benefit our well-being.
Photo Credits: TikTok user @thejuliegeorge
While the core of underconsumption represents a huge shift from what social media users are used to seeing, this might raise a few fears among us. Considering how everything on the Internet comes and goes, there might be fears that the same will happen to underconsumption. It shouldn’t be just a trend we follow to gain a wider audience or make money. Underconsumption habits should stay and become a part of lives, promoting healthier and mindful living. This “trend” can potentially change our lives and our perception of personal values. It’s that time we realize that happiness is not about materialistic possessions but simplicity, responsibility, and finding peace.
Article by Anahit Aharonyan, Contributor, PhotoBook Magazine
Tearsheets by Bradley Duley, Graphic Design Intern, PhotoBook Magazine
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