The rise of the anti-consumer #underconsumptioncore

Shoestring Jane explores the rise of #UnderconsumptionCore, where simplicity, sustainability, and mindful living challenge consumerism.

Finally there appears to be a backlash against the hyperconsumerism we have seen in recent years.

People are being urged to use what they already have, to buy only what they need, to make do and mend and to live more sustainably.

This is a trend I have noticed gaining popularity across social media platforms. The hashtag #underconsumptioncore is everywhere, but what does this mean in practice?

Is it a movement that will grow or just a new bandwagon for influencers to jump on for views?

On Instagram and TikTok, people are proudly showing off their mugs and plates that don’t match, their thrifted decor, their small but functional homes, how they grow and preserve some of their own food and how they are using up their cosmetics and toiletries before they buy more. 

Young content creators are displaying their battered reusable water bottles, telling followers how long they have had their clothing and showing the items they have upcycled to extend their use.

They are talking about how embracing the underconsumption movement frees up money, alleviates the stress of keeping up with the Joneses and gives them a greater appreciation of life’s simple pleasures.

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How to be an anti-consumer

Rethinking your habits and embracing the underconsumption trend means trying to avoid single use plastics and other single use items, wasting less, buying quality over quantity, thrifting and shopping second-hand, and repairing items rather than throwing them out.

Becoming an anti-consumer will lead you to search for ways to curb your current spending habits, to simplify your lifestyle and to find ways to live more sustainably. You will become savvy to the tricks that companies use to constantly make you feel you need to spend money and get wise to their green-washing tactics.

It means being deliberate about what you buy and where you buy it from and making far fewer purchases.

For example, with Christmas approaching, you might choose to purchase hand-crafted gifts from a small Etsy seller rather than cheaply-made plastic items from a multinational conglomerate, to make some of your own presents, or to reduce the number of gifts you give altogether. 

Maybe you will pare down the contents of your makeup bag to the bare minimum. When you feel you need to make a purchase, you might decide to buy cosmetics from a small company with minimal glass packaging instead of one of the numerous products encased in plastic from big corporations such as L’oreal.

Or you might realise that items like face sheet masks, false eyelashes, cleansing wipes or lip exfoliators are entirely unnecessary and a waste of your hard-earned money.

You might choose to develop low-impact hobbies and pastimes such as hiking, crafting and upcycling, gardening or cycling, proving that you can have a good time without spending a load of money or creating lots of waste.

You will find yourself perusing the racks of used clothing in your local charity shop when you need something, instead of buying a new, mass-produced fast fashion item from Shien or Temu.

Normalising what should already be normal

Personally, I love this trend! It is, of course, what us frugal types have been doing for years to save money, but if the younger generation is being encouraged to embrace a more thrifty and sustainable way of life this must be a good thing, both for the planet and for their bank balances.

In reality, this lifestyle is what used to be normal. When I grew up in the 1970s, people bought what they needed and made things last because they had to. Not many people had the means or opportunity to buy to excess.

I think the underconsumption core trend could be a huge catalyst for change. By mindfully consuming you may be able to pay off debt, save for a home, invest or quit a high-paying but stressful job for an occupation that pays less but gives you more enjoyment.

Once you stop overspending and comfort buying, you probably won’t want to go back to constantly purchasing new stuff. You may completely shift your perspective on how you spend your money and how you spend your time.

I don’t know for sure if the rise of the anti-consumer stems from the state of the economy or from the realisation that we live on a small planet with finite resources. Maybe it is a reaction to social media influencers with their constant hauls and conspicuous overconsumption. Whatever the drivers are, let’s hop on the trend and hope it continues.

Photo credits: Pexels