What is “underconsumption core” and what should brands be doing about it?
For years TikTok has bombarded us with all kinds of “-core” style aesthetics: Barbie-core, cottage-core, and even dad-core. Yet, in an ironic turn of events, the latest addition seems to contradict all of the above…
The Birth of Underconsumption Core
While previous “-core” styles have found inspiration from celebrities, fashion fads, and movie releases, the latest trend has emerged in light of a different reason: financial distress. Even though from an economic standpoint the U.S. is doing well (consistent growth, a strong dollar, and low rates of unemployment), consumer sentiment is remarkably low. In other words, people don’t feel good about the economy.
According to a Wall Street Journal poll, 74% of voters say the costs of everyday goods and services are rising faster than their household income. As individuals struggle to grapple with this post-covid economy, new cost-cutting strategies have emerged. Studies show that in 2024 Americans are dining out less, renting more, and purchasing generic products over beloved brand items.
However, the latest “-core” trend epitomizes the fight against inflation: underconsumption core. While TikTok is generally known for its oversaturated, influencer-dominated market of consumer goods, countless videos on the platform now feature a different approach to spending: doing less of it.
Over the past several weeks, Gen Z and millennials alike have been showcasing their more frugal tendencies — championing hand-me-downs over purchasing new, ensuring they finish one iteration of a product before buying another, and minimizing the variety of products they buy and use on a daily basis. In essence, instead of buying the latest water bottle — be it a Yeti, Hydroflask, or Stanley Cup — individuals who ascribe to underconsumption core are sipping from the same Nalgene they bought years ago.
Underconsumption Core’s Rise in Popularity
Given that feelings about the economy have been low since the pandemic, you might be wondering why underconsumption is just now trending. While the way consumers feel about the economy has not changed, the amount they’re being marketed to has (and they’re sick of it!) According to Shopify, U.S. ad revenue on TikTok is estimated to hit $10.42 billion in 2024 (representing more than 38% growth from 2023) and is projected to reach $15.26 billion by 2026. A large share of these ads consist of influencer marketing, with over 61% of marketers relying on content creators to promote their product on TikTok.
Thus, coupled with widespread financial distress, the explosion of TikTok’s underconsumption core can be attributed to a growing frustration among consumers with the sheer volume of influencer marketing. While viewers are struggling to make ends meet, content creators are raving about some new product that you MUST try, all while sitting in their massive, aesthetically-pleasing homes, funded by the very same brands they’re promoting.
Some argue that such extravagant and product-driven lifestyles have become so tone deaf that a myriad of videos on TikTok have gone viral for voicing a growing sentiment across social media: people are tired of influencers. TikTok users lament that their “For You” pages are filled with videos of brand trips and influencers exclaiming “you have to try this” or “run don’t walk [to buy the latest trend],” leading users to believe content creators have not only lost their authenticity, but are out of touch with their audiences.
A New Way of Living: The Refreshing Reminder (and Question) Underconsumption Core Raises
Cue underconsumption core — a discourse that not only dissuades overspending in these economically trying times, but claps back at influencer marketing and their pleas to live a lavish lifestyle “just like them.”
The rise of underconsumption core demonstrates that users want to manufacture their own way of living, concentrating on feeling financially secure over keeping up with influencers. Such a shift in priorities has translated into individuals being more skeptical of the influencers they see online and selective with what they buy. No wonder then that they’re leaning into a lifestyle trend that feels more attainable and validates that consuming like influencers is both unrealistic and unnecessary.
Ultimately, the rise of underconsumption core lends us to a larger question about consumer sentiment: is the era of the influencer over?
It’s hard to tell (for now), but one thing is certain: influencers lose their edge if they seem unrelatable. In order to stick around they must ensure their partnerships feel genuine and attainable. For instance, when promoting a product influencers should mention how long they’ve been using it (ideally for months if not years) in order to establish authenticity — indicating to consumers that this brand deal isn’t just a paid partnership, but a product the content creator genuinely uses and feels others should too.
How Brands Can Cater Towards Underconsumption Core
For brands reminiscing on the maximalism of the past, such a pivot can seem daunting: how do we incentivize consumers to buy when the trend is to buy less?
With individuals increasingly reducing their costs and spending habits, brands may start considering how to position themselves as essential–for example, the only ___ you’ll ever need. An appeal to such long-lasting vitality signals to consumers that this one-time purchase ensures a lifetime of use, meaning moving forward they would cut costs sans repurchases. This means brands can still appeal to lifestyle (as they often aspire to do), but more so a lifestyle of utility and necessity rather than luxury and lavishness.
Brands too must introduce new efforts to ensure authenticity, appealing to the more frugal, bullsh*t-detecting audience underconsumption core has given rise to. The good news is, such an appeal still relies on the same thoughtfulness and consistency that brands have historically used to build trust. Brands must be self aware and not tone deaf, be strategic and careful, and be genuine and honest—even if it means building new storytelling into their brand.
Building authenticity and loyalty will be particularly important for brands that rely on repeat purchases. For example, by positioning themselves as a lifelong reliable choice, food, beverage, and cosmetics brands can convince consumers that there’s no need to shop around for other brands. This will save consumers time, energy, and most importantly: money (by avoiding trial and error).
Moving forward, the biggest question that remains is how long underconsumption core will stick around: will it fade out like Barbie-core, cottage-core, etc? Or is underconsumption core here to stay, signaling a pivot in spending habits and consumerism at large? Only time will tell, but for now we’re pulling out our Nalgenes.
