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From the moment we wake up, we’re inundated with things we could buy. It’s estimated that we see about 50 to 400 ads every single day. 

That means a lot more of us are just accumulating a bunch of items we don’t truly need, and we end up with a cluttered home that is stressing us out. 

This whole negative cycle repeats over and over again. This whole thing of overconsumption has become a lot more the norm. 

Enter: underconsumption core.

The other week, I stumbled upon this trend called underconsumption core. 

What is underconsumption core?

It is a TikTok trend that’s gone absolutely viral, and it kind of sounds similar to minimalism. 

If you haven’t heard of it before, underconsumption core is a non-consumerism trend. We see overconsumption everywhere, especially on social media. And I think, especially on TikTok, you’re constantly exposed to lots of products that are supposed to make your life better

Underconsumption is here to bring to light the opposite.

Keep reading below or watch the video:

Underconsumption Core Explained

So I looked for a definition for this trend, and underconsumption core is basically only buying what you actually need, using that product up, or wearing it and re-wearing it until it needs to be mended or eventually replaced. 

Similar to minimalism, it’s promoting making use of the products that you already have in your home before you actually go out and buy more. 

I think that’s why it kind of appealed to me, because I’ve been on this minimalism journey for over a year now, just trying to be more mindful of the things I bring into my home, taking things out of my home that I’m not getting use of (decluttering list here), and just in general trying to slow down my purchases as well.

A lot of people I saw were saying that this is nothing out of the ordinary.

This is just what normal people do. 

But the fact that this has become a trend, I think, says a lot. I think a lot more of us than we probably care to admit, myself included, do this or used to do this in the past, where we would buy lots of products when in fact our bathrooms were already stuffed with a bunch of skincare we didn’t use or a bunch of beauty products we have never hit pan on. 

Because we see a lot of ads every single day, we are influenced to buy a lot of products that we probably don’t need. There’s also a lot of impulse buying going on, and for me, I know it took quite a bit of a journey to change those habits to where I am today. I’m not saying I’m perfect by any means, but I am just trying my best to be more conscious.

We know all of this shopping is bad for the environment, right? Bringing all of this stuff that we don’t actually need, we know it will likely affect future generations, our children, our grandchildren. 

But this is something I learned in the *Atomic Habits* book: because either the reward or the consequence of our current actions is so far into the future, it doesn’t feel tangible. It doesn’t feel like it’s actually going to happen. 

So that’s why we give in to a lot of impulse buying, because we don’t actually see the consequence of what we’re buying today. You know, that little decor item we’re buying today and adding to our homes.

Whereas that quick dopamine rush when we buy a product, that is real—that’s a feeling we feel instantly. Even though, yes, it does go away very quickly, I think it’s estimated that within an hour or two, that dopamine rush goes down. And that’s why a lot of us get addicted to shopping, because it is a bit of a high; it makes you feel good in the moment.

So I want to share with you 10 things I learned from this underconsumption core trend. 

10 Things I Learned from the Underconsumption Core TikTok Trend

1. Underconsumption is the opposite of stock-up videos

This trend is actually the opposite of those “stock up your fridge” or “stock up your pantry” or “stock up your cleaning products” kind of videos. We see these videos of people buying all of these items and laying them out beautifully in big storage areas with beautiful containers, and we feel like that’s the goal. 

But in fact, we don’t really need that much, and it’s unlikely that we will actually use all of those products before they either go bad or we just get rid of them and throw them away before using up, because that’s a thing as well. So, this trend feels like it’s all about going back to the basics and realising that we don’t need a full warehouse of things in our homes.

2. How many of this product do I really need?

The second thing I learned from underconsumption core is that we need to ask ourselves, “How many of this particular product do I actually need?” 

Do I really need duplicates of moisturisers or body lotion? It’s all about being more realistic with the amount of products that we actually need and can actually use.

3. Function over aesthetics

Another thing I learned, which I was very much guilty of, is to focus more on function rather than aesthetics. I definitely used to feel like the goal of having an organised or streamlined home was to have beautiful, matching containers, especially in the kitchen. 

However, that’s not really the goal. Right now, if you look in all of my spaces, you’ll see mismatched containers and different baskets that I’ve accumulated throughout the years.  

Once I decluttered my home, I realised that I didn’t need so many of those baskets or more containers; I just needed less stuff in general.

I still like having pretty things and find joy in organising my items, but I don’t feel the need for everything to match or to be perfectly curated in all of my storage areas. That’s one thing I think I’m going to try to embrace even more from this trend.

4. Use things up before you buy more

The fourth thing I learned is to use things up before buying more. This is similar to the “one in, one out” rule that I always use. 

I apply this rule to many things, like beauty products or clothes in my wardrobe. I find it really helpful; for example, if I’m going out to buy a t-shirt, I will first check to see if I have any old ones I’m no longer getting use out of. 

I won’t go out and buy more mascara if I already have a tube that I’m currently using. I’m really trying to apply this, especially with beauty, makeup, and skincare products, like using up a moisturiser before buying another one.

5. Romanticising consuming less

Another thing I noticed with this trend is that it romanticises underconsumption, and I think that’s a good thing. 

For a long time, we have been romanticising overconsumption, buying a lot of things, doing all these beauty hauls and massive shopping hauls. 

I believe it’s positive to make this more minimalist approach to shopping appealing to people. Many of us, especially within my community on YouTube and Instagram, I receive lots of messages from people who are on a similar journey—trying to downsize and use up what they have before buying more. 

I think this trend is going to be really helpful for both our budgets and the environment.

6. Underconsumption is the opposite of big shopping hauls

The underconsumption core trend is the opposite of the influencers’ big shopping hauls. I am massively calling myself out here because I used to do these. I used to do shopping hauls. 

I used to go out and buy lots of home decor items, beauty products, and clothes, and I would share them on my YouTube channel. So yes, that was me a few years ago. 

Since going on this minimalism journey, I don’t think I’ve done a shopping haul like that because I haven’t actually bought a lot of things like that. I don’t really go out on a massive shopping spree anymore. 

In fact, I have said no to hundreds, or maybe even thousands, of brand deals that I get in my emails pretty much every single day. For one, I don’t want to add items to my home that I don’t truly need. For two, I don’t want to just promote a lot of products on here that you may or may not need. 

I do still share the things that I love, the things that I do find value in. I do feel like they’re adding something to my life, but those products have reduced a lot.

7. Stopping the need to constantly buy new things

Another thing I took away from this trend is stopping the need to be constantly buying new things. 

I’m actually thinking of doing a no-buy month during August. So maybe I’ll do an updated video at the end of August just to tell you how I got on. Let me know if you would like to see that.

8. Stopping impulse buys

Another thing I took from this trend is how to really stop impulse buys. This was actually something I was kind of doing before as well. 

Tthe 10-day rule or 14-day rule, where you simply give yourself a bit of a cooling-off period before making a purchase. I have a wishlist on my phone. Sometimes I will take a picture if I’m out in the shop of the products that I’m wishing for, or I will just note it down in a Notes app on my phone. 

Often, it’s just the impulse of buying. 

Sometimes we’re in an emotional state in the shop and we know we’ll get a quick dopamine rush if we buy that product. But down the line, it can actually end up causing us a lot of negative effects. 

It will just clutter up our homes if it’s not something we actually needed. Which can in turn add to our stress and anxiety levels. 

So, giving yourself 10 days, 14 days, or however long you feel comfortable with can really help you take a step back and reassess. Do I actually want this product? Is this something I actually need? Is this something that’s actually going to add value to my life, or is it just an impulse buy that I’m going to regret tomorrow?

9. Stopping shopping when bored

The next thing I did was I stopped shopping just because I was bored. I was absolutely the kind of person who used to go out to shops, browse around, and pick up random things just because they were on sale. I thought they were cute, but I didn’t really need them. 

Since going on this minimalism journey, I have definitely become a lot more of an intentional shopper. I don’t really go out and buy things like that anymore. But I have learned to admire things that I think are beautiful or cute without necessarily feeling the need to own them, if that makes sense. 

So, repeat after me: Just because it’s cute, doesn’t mean I need to own it.

10. Buying pre-loved things can be fun too

Another thing I’ve learned is that buying pre-loved things can actually be really fun. I have been using Vinted a lot more in the past few years. 

Whereas before, I would usually just go out to the shop and buy everything new. Now, whenever I can, I will go onto Vinted and see if I can find the item pre-loved. You can actually find a lot of items in great condition or almost like new. This is especially true for things like baby items, because they only wear them for a few months. I think it’s worth giving Vinted or any other similar app a try.

Yes, from the moment we wake up to the moment we go to bed, we see tons of ads. But I do think it’s up to us to try to change those habits and be a bit more intentional with our purchases, myself included.

What do you think of the underconsumption core trend? Can you relate in any way? Let me know in the comments.