As the world continues to grapple with the environmental and economic consequences of overconsumption, a growing number of Americans are choosing a different path. The “underconsumption core” movement, a lifestyle trend that encourages living with fewer, high-quality items, is gaining momentum as people look for ways to break free from the relentless cycle of buying, upgrading, and discarding. Rather than chasing after the latest products, advocates of underconsumption are finding satisfaction in simplicity, sustainability, and intentional choices.
Social media, particularly TikTok, has been instrumental in spreading this movement. Influencers who once pushed an endless array of new products are being replaced by those who champion a more minimalist approach to life. These underconsumption influencers showcase items that they have used for years — from inherited household goods to second-hand clothing — and advocate for thoughtful consumption that focuses on long-term value rather than short-term trends.
Megan Doherty Bea, an assistant professor of consumer science at the University of Wisconsin-Madison, believes the rise of underconsumption is a direct response to the pressure many people feel to constantly acquire new things. “People are growing tired of the idea that material possessions are the key to a happy and fulfilling life,” she says. The movement reflects a broader desire to reject the overconsumption that has become so ingrained in modern culture.
Google Trends data indicates that interest in underconsumption core has surged by more than 4,250% over the past year, with searches for the term skyrocketing as more people explore the benefits of living with less. TikTok users are enthusiastically embracing the movement, posting videos that showcase their minimalist lifestyles, complete with well-worn furniture, small wardrobes, and pared-down beauty collections. These videos, often met with approval, reflect a growing dissatisfaction with the consumerist mentality that has long dominated American culture.
At its core, underconsumption is not just about spending less money; it’s also about rejecting the unrealistic expectations set by brands and influencers. Many underconsumption advocates are motivated by environmental concerns, recognizing that overproduction and waste are major contributors to climate change. The movement encourages consumers to focus on quality over quantity, opting for durable, well-made items that will last for years rather than cheap, disposable products that end up in landfills.
The economic climate has also played a significant role in the rise of underconsumption. With inflation and rising interest rates making daily expenses more challenging, many Americans are reassessing their spending habits. During the pandemic, consumer spending surged as people sought ways to occupy themselves during lockdowns. Now, as the economy tightens, more people are turning to underconsumption as a way to save money and live more intentionally.
Diana Wiebe, a 30-year-old communications professional from Ohio, has gained a large following on TikTok for her “de-influencing” videos, where she critiques the product-driven content promoted by many influencers. Her message resonates with an audience of over 200,000 followers who are tired of being told to buy things they don’t need. Wiebe’s followers often comment that her videos replay in their minds when they’re out shopping, helping them resist the temptation to make unnecessary purchases.
Retailers are beginning to feel the effects of this shift in consumer behavior. Major chains such as Home Depot and Kohl’s have reported a decline in sales, reflecting a broader trend of consumers cutting back on unnecessary spending. During the height of the pandemic, when lockdowns kept people at home, sales of home goods and electronics soared. Now, as inflation rises and pandemic savings dwindle, more consumers are embracing a more mindful approach to consumption.
For many, underconsumption is about more than just saving money — it’s about making a positive impact on the environment. Eleanor, a 24-year-old from Utah, has adopted an underconsumption mindset after witnessing the waste generated by fast fashion. “Instead of buying 20 swimsuits from Amazon, I’ll invest in two that I really love and will wear for years,” she says, emphasizing that her purchases are guided by longevity and sustainability rather than impulse.
Despite the rising popularity of underconsumption, experts caution that there is no one-size-fits-all approach to spending. Scott Rick, an associate professor of marketing at the University of Michigan, notes that shopping can serve as a form of emotional therapy for some people, providing a sense of control and comfort. “There’s no right or wrong way to spend your money,” Rick says. “It’s about what makes sense for each individual.”
At its heart, the underconsumption core movement is a call for intentionality, balance, and sustainability. As more Americans embrace this lifestyle, they are redefining what it means to lead a successful and meaningful life. Instead of accumulating more, they are choosing to focus on what truly matters — living simply, thoughtfully, and with purpose.
