Especially on the internet, it is about what you own, and more often than about who you are as a person. On social media, you can find huge hauls on every corner that mainly promote overconsumption. Every few weeks there is a new viral product that is marketed as an absolute must-have that you cannot live without. Our society is shaped by constant consumption and is influenced primarily online. However, there is now a refreshing trend that our purchasing awareness could change forever. We are talking about the Underconsumption Core, which is primarily about sustainable consumption.

Underconsumption Core: A Trend Against Capitalism

As a rule, “core” on the internet stands for aesthetics. Quiet Luxury, Ballet Core and the Coquette Aesthetic are some of the Trends, based on social media have defined fashion in recent years. However, the Underconsumption Core is not about viral trendsetting that influences our clothing style. Rather, it is about an attitude to life, a lifestyle. You could almost say that the trend, which is going through the roof especially on Tiktok, is the direct response to the overconsumption that the video platform otherwise thrives on.

Show in short videos creators, what it takes to consume sustainably and in which areas they only own as much as is really necessary. Typical videos show how few Skin care products instead of a 20-step skincare routine. Clothing and shoes are limited to the bare essentials and worn for years. Products are also used to the bitter end and, for example, cut open to avoid waste. The trend is thus directed against the limitless capitalism that we often unconsciously support every day and towards conscious minimalism.

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Overconsumption as the norm, even if the opposite is the case

In a world where 30.000 packages are sent out every day by online shops like Temu and Shein, it is important to realise that things cannot continue like this. The climate crisis is on the rise and is now also being felt here. In order to avert the worst, our own consumer behavior questioned Thousands of people are now using their social media channels to show that what I have is enough. Refreshing! Because you always have the feeling that you are missing out on something if you don't have certain things.

More reality, awareness, sustainability. Less frills and unused products. Underconsumption can be classified as a positive movement against our usual purchasing behavior. If you scroll under the hashtag #underconsumptioncore, you will become painfully aware of how many unused things you have at home. Thousands of users are therefore now questioning their own consumption behavior. Because what we see on the social media is usually not the norm. Not everyone can live like an influencer, can afford to constantly buy new clothes, and probably shouldn't.

Underconsumption Core: No solution but a first step

Overconsumption, especially in the clothing industry is a problem that the Climate Crisis There are already entire landscapes in third world countries with mountains full of old clothes. The best example of this is the garbage dumps in the Atacama Desert, which are even visible from space. In order not to make such phenomena worse and to make things easier for the environment, we also need to change our purchasing behavior.

The trend cannot necessarily radically change our brains, because our western population in particular is used to consuming constantly. However, it shows that we already recognize problems and have the will to stopping climate changeThere is a process taking place in which we as humans realise that things simply cannot go on like this.

However, sustainability is not a trend and must be integrated into our everyday lives. Underconsumption-Core helps to open your eyes and question yourself. That is exactly what a conscious lifestyle is all about.