‘Underconsumption core’ TikTok trend reminds us to be smarter consumers

If you have been on TikTok recently, you would have stumbled upon a viral trend – “underconsumption core”.

- Isabella Huang-Loh

Hearing that underconsumption is trending, you might be concerned about a slowdown in economic activity and a recession.

But fret not, this latest trend does not warrant alarm bells. Instead, it has TikTok awash with videos of people boasting about squeezing every last drop of make-up out of their bottles, wearing items they have owned for years, or thrifting for clothes instead of purchasing new ones.

Far from being removed from our little island, the trend also has regular Singaporeans getting in on it with individuals sharing about efforts to avoid online shopping or their no-buy challenges where only necessities can be purchased.

This focus on consumption highlights the real issue behind Singapore’s waste problem – it is not just about low recycling rates, but also about the sheer volume of consumption.

“Underconsumption core” is a reminder for us to go back to the basics.

Despite various conceptions of “underconsumption core”, they are underpinned by the same principles.