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A new TikTok trend called “underconsumption core” has been gaining traction online. It’s essentially about championing minimalism and frugality, and encourages people to buy only what they truly need.
Today, in the latest article from The Conversation’s Quarter Life series, Omar Fares and Seung Hwan Lee from Toronto Metropolitan University discuss the trend and why young people are increasingly motivated to challenge consumer culture. While financial pressures continue to weigh heavily on many, limiting how much they can spend, concerns over the environmental impact of overconsumption are also important.
“The rise of this trend can be linked to several challenges facing young people today, including increasing economic pressures, environmental concerns and social pressures,” they write. “If you’re also feeling financially squeezed, this trend might resonate with you.”
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A new trend is encouraging people to maximize the utility of their purchases and buy only what they truly need.
(Shutterstock)
Omar H. Fares, Toronto Metropolitan University; Seung Hwan (Mark) Lee, Toronto Metropolitan University
‘Underconsumption core’ is a trend that challenges overconsumption by encouraging people to maximize the utility of their purchases and buy only what they truly need.
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(Shutterstock)
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