{"id":923,"date":"2024-08-13T05:00:00","date_gmt":"2024-08-13T05:00:00","guid":{"rendered":"https:\/\/friscotimes.org\/?p=923"},"modified":"2024-08-13T10:14:06","modified_gmt":"2024-08-13T10:14:06","slug":"frugality-and-underconsumption-are-the-latest-gen-z-trends-on-tiktok","status":"publish","type":"post","link":"https:\/\/friscotimes.org\/?p=923","title":{"rendered":"Frugality and ‘underconsumption’ are the latest Gen Z trends on TikTok"},"content":{"rendered":"\n

Exhausted from a rising cost of living and non-stop ads, some young adults on TikTok are pushing back.<\/p>\n

\n

\u201cWhen every moment of your life feels like you\u2019re being sold something and the price of said item keeps going up, people will burn out on spending money,\u201d Kara Perez, an influencer and financial educator, told AFP.<\/p>\n

Social media has long had room only for picture-perfect homes, lavish closets and an abundance of beauty products. But a new trend is sweeping the other way \u2014 urging repurposing, more frugal lifestyles and prioritizing quality over quantity.<\/p>\n

Known as \u201cunderconsumption core,\u201d it spotlights living sustainably and using what you have, a reversal of the excess and wealth that dominates ad-heavy Instagram and TikTok.<\/p>\n

\u201cWhen you get 300 videos on TikTok about people who have 30 Stanley cups, you want to have as many as you can afford. People want to fit in,\u201d said Perez, who repurposes jars as cups.<\/p>\n

Consumer fatigue<\/h2>\n

A video with over 100,000 views from TikTok user loveofearthco critiqued the tendency toward overconsumption often amplified and encouraged on social media: \u201cI spent money I didn\u2019t have on things I didn\u2019t need.\u201d<\/p>\n

Another account, nevadahuvenaars, shared what \u201cnormal\u201d consumption looks like: used furniture, a modest closet, decor upcycled from glass bottles, meal prep and a downsized skincare collection.<\/p>\n

Despite financial hardships felt particularly by Gen Z and millennials, the US economy is thriving, with record corporate profits and high prices on shelves.<\/p>\n

In a way, \u201cthat feels almost \u2018gaslighty\u2019 to consumers\u201d amid a period of economic and geopolitical uncertainty, culture and consumer marketing analyst Tariro Makoni told AFP.<\/p>\n

She argued that Buy Now, Pay Later (BNPL) plans commonly adopted by many young adults\u2019 budgets exacerbate consumption and represent a distortion in access to wealth.<\/p>\n

But years of inflation have forced many to the conclusion that they cannot keep up with the spending habits of those on their social media feeds.<\/p>\n

A Google Trends analysis shows US searches for \u201cunderconsumption\u201d hit a high point this summer, surfacing alongside queries about \u201coverproduction\u201d and the \u201cGreat Depression.\u201d<\/p>\n

Many young adults have developed a \u201ccompulsive behavior to spend down to their last pound on a fashion item,\u201d said UK-based influencer Andrea Cheong who recently shared an \u201cunderconsumption core\u201d style video of her mending old clothes.<\/p>\n

It is an addiction tied to a pressure \u201cto articulate who we are through possessions,\u201d Cheong noted.<\/p>\n

In contrast, \u201cunderconsumption core\u201d breaks from traditional core trends promoted by influencers, who often sell an ever changing purchasing blueprint embodying the latest trend and aesthetic, according to Cheong. She and Makoni agreed that the shift also reflects increased calls for authenticity from content creators.<\/p>\n

Now, \u201cconserving is cool\u201d said Makoni \u2014 \u201cwe saw very similar patterns after 2008\u201d during the financial crisis.<\/p>\n

Over half of Gen Z adults \u2014 age 18 to 27 \u2014 polled in a 2024 survey by Bank of America stated the high cost of living as a top barrier to their financial success, adding that many do not make enough money to live the life they want.<\/p>\n

Sustainability concerns<\/h2>\n

\u201cThe social media trend of \u2018underconsumption\u2019 is another way for Gen Z to make the most of their money and be environmentally friendly at the same time,\u201d said Ashley Ross, head of consumer client experience and governance at Bank of America.<\/p>\n

While younger generations worry about making sustainable choices, a lack of financial autonomy drives their decisions.<\/p>\n

\u201cLet\u2019s be honest, no one\u2019s gonna change their GDP for sustainability. We don\u2019t live in that world \u2026 The motivation for people to do these things has always been to save money,\u201d said Cheong.<\/p>\n

But she told AFP \u201cunderconsumption\u201d trends ultimately provide the most accessible approach to sustainability for those who seek it. The message is simple: \u201cBuy less, buy better.\u201d<\/p>\n

Low consumption brick-and-mortar initiatives cast a wider net of profiles and generations.<\/p>\n

Anjali Zielinski, 42, joined a \u201cMending 101\u201d workshop in Georgetown, DC in the hopes of acquiring new skills. She brought her daughter, Mina, seven, along with her.<\/p>\n

In addition to providing an outlet to her daughter\u2019s creativity, she hopes the craft will teach her the \u201cvalue of our possessions and the work that goes into them.\u201d<\/p>\n<\/div>\n

Recommended Newsletter:<\/strong> The Fortune Next to Lead newsletter is a must-read for the next generation of C-suite leaders. Every Monday, the newsletter provides the strategies, resources, and expert insight needed to claim the most coveted positions in business. Sign up for free.<\/div>\n\n","protected":false},"excerpt":{"rendered":"

Exhausted from a rising cost of living and non-stop ads, some young adults on TikTok are pushing back. \u201cWhen every moment of your life feels like you\u2019re being sold something…<\/p>\n","protected":false},"author":199,"featured_media":924,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[6],"tags":[1513,228,1515,1517,1516,1514],"jetpack_publicize_connections":[],"yoast_head":"\nFrugality and 'underconsumption' are the latest Gen Z trends on TikTok - Frisco Times<\/title>\n<meta name=\"description\" content=\"Exhausted from a rising cost of living and non-stop ads, young adults on TikTok are pushing back.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/friscotimes.org\/?p=923\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Frugality and 'underconsumption' are the latest Gen Z trends on TikTok - 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