The Latest TikTok Trend Discourages Consumer Spending

Spending: Out, Saving: In

Consumer spending has propped up the U.S. economy despite continued post-pandemic turbulence. In fact, it accounts for roughly two-thirds of U.S. economic growth.

Persistent inflation and high interest rates continue to exert pressure on consumers, however. And a slowdown in spending has become evident in economic data, company earnings, and now, a viral TikTok trend.

What Is ‘Underconsumption Core’?

It’s routine for influencers to endorse and promote products on social media. But now the opposite trend is gaining popularity: an aesthetic dubbed “underconsumption core”.

These videos celebrate consumers who aren’t spending. Video creators show off old things they still use, be it secondhand clothing, heirloom furniture, or half-empty make-up tubes. Some also share ideas on how to upcycle goods or get the most out of what they already have.

The trend seems to have struck a chord with increasingly cost-conscious Americans. Some underconsumption core content has attracted millions of views on TikTok, per CNBC.

TikTok Metrics

Underconsumption core isn’t the only trend discouraging spending. There’s also “loud budgeting”, which promotes sharing your financial reality and aspirations publicly, and “de-influencing” content, which lends a more critical perspective to online product reviews of popular and trendy products. .

Traditional economic reports still paint the best picture of the overall market. But informal gauges of social media trends can add valuable context and highlight subtle shifts in consumer behavior.

The rise of underconsumption core could be another indicator of continuing economic pressure in the U.S., or at least a consumer shift toward long-term stability over instant gratification.

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