Young people on social media are showing off their 12-year-old water bottles, their high school jerseys with holes patched in them, and their dish towels made from cut-up T-shirts.
It’s all part of a trend that’s taken social media by storm in recent months called “underconsumption core,” where users brag about continuing to use the things they already own and repurposing household items instead of buying new ones, all while saving money in the process.
” [Cette tendance] “It’s really refreshing because it’s just about making the most of what you have,” says Christine Lan, a Montreal-based content creator who showcases her lifestyle focused on underconsumption and sustainability.
” [J’aime] to appreciate what I have to the fullest and make sure that when I buy something, it is good quality and durable.”
Christine Lan became popular on social media thanks to a post in which she explained how she makes her own makeup instead of spending a lot of money at cosmetic retailers.
According to experts, this trend towards underconsumption is essentially a reinterpretation of minimalism, which has its roots in current economic conditions and the high unemployment rate that particularly affects young people.
“If you’re unemployed or facing economic pressures, it’s certainly difficult to overconsume,” said Francois Côté, CEO of online lender Fig Financial.
Côté says many Canadians have been trying to consume less for some time, but social media has amplified and normalized this behaviour.
Economic context requires
Canada’s unemployment rate has been rising steadily, hitting 6.4 per cent in July, according to Statistics Canada data, as high interest rates slow the economy. Young people have been hit particularly hard, with the rate for their age group reaching 14.2 per cent in July.
While youth unemployment is generally still higher than that of the general population, this is the highest non-pandemic rate in more than a decade, according to a report from BMO Economics.
For Emily Gardner, vice president of consumer products at Spring Financial, more young adults are focusing on what’s important to them and spending their money more thoughtfully.
She argues that the hashtag “underconsumption core” may disappear, but “the underlying idea of conscious spending and consumption will likely continue to grow rather than just being a passing fad.”
“As economic challenges persist, people are more likely to adopt underconsumption practices, ways to live more sustainably in the long term, rather than just a temporary trend.”
Normalizing underconsumption
Pharmacist and content creator Jennifer Wang has been talking about responsible shopping for years and working to educate her followers on how to determine the quality of clothing. Her TikTok profile description, “buy less, buy well,” demonstrates this.
And for her, the trend towards underconsumption should simply be considered the normal mode of consumption.
“The overconsumption we see is usually from influencers promoting products,” she said. But the average person doesn’t consume to that extent, she added.
According to Jennifer Wang, more and more people are realizing that they don’t need to spend money on items that won’t be used over time.
But it can be hard to push back on a shopping urge. Wang says she often stops and asks herself a few screening questions when considering an item: “Do I already have something similar? Will I get good use out of it?”
She adds that avoiding online shopping helps her make better decisions about her purchases.
A “healthy consumer”?
There is a misunderstanding about what a healthy consumer really is, says Omar Fares, a lecturer at the Ted Rogers School of Management at Metropolitan University of Toronto.
“The misconception that minimalism essentially means, ‘I don’t really buy anything and I live very frugally. I barely meet my needs.’ In the long run, that creates emotional distress,” he argued.
According to Mr. Fares, there must be a balance between utility spending and not depriving oneself of the essentials under the pretext of minimalism or underconsumption.
A realistic budget can help find that balance, said Fig Financial’s Côté. Think of your personal life as a “mini-business,” he suggested.
“Establishing a budget, understanding expenses and having a plan are really the first steps” to consuming sustainably, Mr. Côté said.
He points out that it’s easier to fall into the traps of extremes – mainly overconsumption – without a budget, and end up in a seemingly endless cycle of unpaid credit card payments.