By Ava Wygant
If you spend a lot of time on social media, you may have seen the recent trend ‘underconsumption core.’ This movement showcases people embracing minimalism and promoting a more ‘normal’ way of life. It has emerged as a direct response to the growing overconsumption that has taken hold of so many in our society.
Social media, with its easily accessible online stores, targeted advertisements, and especially influencers, has become a major driver of overconsumption. The sheer volume of products available today is unprecedented and they are being marketed more aggressively than ever before. This influencer-driven culture is not only damaging the mental health of younger generations, but is contributing to ecological devastation due to the excessive use of natural resources. While underconsumption core may be a trend, it represents an important shift towards a possible new way of living.
Gen Z and Gen Alpha are the first generations to have grown up surrounded by smartphones and technology. Not surprisingly, these two groups spend significantly more time on their phones and on social media than older generations. The increased screen time has made younger people more susceptible to being affected by influencers and may partially explain why Gen Z is the most influenced by social media influencers. A recent study has also shown that influencers are Gen Z’s primary product discovery channel. Specifically, younger women are influenced and targeted by influencers on social media. With 64 million influencers on Instagram alone, it’s nearly impossible to scroll through social media without encountering one.
But what exactly defines an influencer? An influencer is someone who promotes products, services, or lifestyles to large audiences on social media. They typically receive compensation from brands or platforms for doing so. They create mass amounts of content such as Amazon clothing hauls, Shein hauls, and PR unboxings, capitalizing on their material possessions. For millions, influencing has become a full-time career, and just about anyone can break into the industry.
This has created a new expectation among younger individuals: to be popular or well-liked, you must constantly keep up with the latest trends and have the newest and best stuff. Consumer spending on TikTok in 2023 reached a record breaking $10 billion on the app alone. The manufactured demand for these products creates a sense of urgency and a relentless need to own more.
Despite clever marketing, these new expectations are degrading to young people’s self-esteem and encourage constant comparison. There is always a better under-eye serum and a new style of jeans that are now in. Influencers, often young and attractive, make their lifestyles look enviable to their followers, who then want to emulate them by buying the same products and clothes. This facade—that influencers possess something their followers lack—is harmful to self-worth and mental health.
The impact of social media and influencers extends beyond individuals; it’s also devastating to the environment. Clothing hauls, try-on videos, and beauty product hauls are rampant on social media, promoting fast fashion and encouraging more purchases each month to keep up with the ever-changing trends. The ecological consequences of these trends are massive and overconsumption cannot continue if we want to protect the environment.
In a world where overconsumption is celebrated and perpetuated by social media, ‘underconsumption core’ offers a refreshing alternative that embraces minimalism and the value of living with less. As we've seen, influencer culture has driven many into the trap of endless consumption, harming both our mental well-being and the environment. ‘Underconsumption core’ has the potential to be more than just a trend; it’s a call to return to a more sustainable, intentional way of living. By choosing to focus on what truly matters and resisting the pressure to constantly acquire more, we can protect our planet and cultivate a healthier, more balanced mindset. Let’s make ‘underconsumption core’ not just a trend, but the new norm for how we choose to live.
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