Underconsumption: buying less and better is cool

The year 2024 seems to be a divisive year for fashion and beauty trends. On one side, we have influencers with their massive hauls on TikTok, while on the other, we have the trend of underconsumption, undoubtedly more balanced. The underconsumption core is more than just a trend; it's transforming into a lifestyle right before our eyes, inviting us to reclaim our power as consumers and followers and contribute to a culture of consumption, beauty, and shopping that values quality over quantity and awareness over impulse.

Influencers' Hauls and Their #Gifted Products

Not long ago, social media users lashed out at some influencers for the sheer amount of products sent to them by brands. Just envy? In reality, the situation is more complicated and nuanced than that. Let's delve deeper into the phenomenon and its implications to understand its effects. Beyond the endless discussion on showing off (some love it, some hate it, but it's undeniably an integral part of a lifestyle influencer's job), it's important to clarify that these individuals are on PR lists curated by brands. Therefore, the products are not purchased by them. Nevertheless, just as an example, it's impossible to properly use forty different types of foundation, which often aren't even compatible with the skin tone of the person showcasing them. So, why do they receive them? What do they do with them? Where do they end up?

Overconsumption, or Excessive Consumerism

According to some people, this display of abundance by certain influencers promotes overconsumption. On a large scale, this term translates to consuming more resources than the planet can produce. In this specific case, however, it is a more or less conscious decision to buy or receive many more products than are actually used. What we hope to see is greater awareness from all parties involved: will the influencer market mature? Will their followers? It could happen, in the not-too-distant future, that brands will start to focus on brand awareness and prioritize the niche, with more precisely selected creators and products. We’ll see.

What If We Consumed Less? It’s Underconsumption

A new topic circulating on the web, which seems to have gained popularity, especially on TikTok, is called underconsumption core. Is it a provocation or simply a way to show that an alternative exists? How does it work? People proudly post their normal homes, their normal wardrobes, their normal beauty cases. Essentially, they reject excessive consumption, which has become the norm on social media, and flaunting. It's a hymn not to minimalism, as one might think, but to normality, even when it's boring and not glamorous.

Martina Pisula is one of the first creators to bring to Italy, at least on TikTok, the idea that a product - surprise! - can be finished before being replaced. There are videos from all over the world where girls start real challenges with the noble aim of spending at least a year without buying new clothes or doing without the beautiful and brand-new glitter lip gloss, or at least encouraging not to buy it before finishing the ones they already own.

Underconsumption Can Also Be Luxury

We must not confuse conscious purchasing with poor quality purchases, quite the opposite! Often, by mastering the compulsion of an ill-considered purchase, one can save more money to invest in luxury items that are more durable. In one of the many videos on the topic, it is shown how three pairs of heels - nude, white, and black - and five bags, suitable for the most glamorous occasion to the everyday work routine, can form a simple and not at all low-profile wardrobe, but undoubtedly impactful and high-quality. On TikTok, the underconsumption core is not just about frugality or budgeting, but it is a clear statement against relentless consumerism. It encourages us to use our resources thoughtfully, to extract every ounce of value from the products we already own before succumbing to the temptation of buying the next new thing that's marketed to us everywhere. That's why it’s difficult, but also essential. Let's try it together.