“The Rise of the ‘Underconsumption’ Trend: A New Social Media Phenomenon”

MINNEAPOLIS — Following the holiday shopping period, numerous individuals are starting the new year with intentions to spend less and save more. This aligns with a growing trend of anti-consumerism, gaining traction among youth on social media who opt to limit their purchases and invest only in high-quality, durable items. 

Open TikTok, and you’ll encounter an abundance of clothing hauls. However, there exists a segment of the internet that is resisting this trend. 

“Underconsumption is all about stepping back from the pressure to consume, practicing mindful consumption, and being genuinely honest about whether you’re truly utilizing those items,” explained McKenzie Mack, a creator sharing insights about the trend on TikTok. 

Those discussing underconsumption frequently showcase their homes and living spaces, highlighting the minimalistic products they utilize. Many express that they are doing this to save finances and protect the environment. 

“I believe it’s fantastic. If we can reduce waste in our landfills, if we can be more aware of how we’re spending our resources, and be more accountable with our money,” stated Nicole Middendorf, CEO and Wealth Advisor at Prosper Wealth Financial.

Irrespective of whether they embrace underconsumption or not, Middendorf notes that the new year is a perfect moment for individuals to take control of their finances. 
  
“Establish a budget, but really assess, ‘Do I genuinely need this? Or is it simply a desire?’ It’s important to pause and reflect,” she advised. 

Middendorf suggests an effective strategy to curb impulse buying: add items to your online shopping basket but hold off on making the purchase until the week’s end. This way, you might come to realize that you don’t actually need those items by then.

“If you’ve received a salary increase, don’t just splurge that extra money; instead, reevaluate your 401k plan or save more,” she mentioned.