How TikTok’s “underconsumption core” trend is challenging consumer culture
Corporate Knights
AUGUST 9, 2024
A new TikTok trend called “underconsumption core” is gaining traction online. This trend champions minimalism and frugality , and encourages people to maximize the utility of their purchases and buy only what they truly need, challenging the culture of consumerism. Instead of showcasing large hauls of clothing, makeup or over-flowing fridge shelves, users are posting videos showing thrift store purchases, modest wardrobes and practical, well-used everyday items.
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