In an era where consumerism reigns supreme, a growing segment of Americans is turning their backs on the relentless pressure to buy more and own more. This shift is crystallizing into a new lifestyle trend known as “underconsumption core,” where living with less is embraced not only as a necessity but also as a philosophy. Unlike the influencers who tout new clothes, tech gadgets, or beauty products to their followers, underconsumption influencers promote a more minimal, purposeful existence by showcasing the long-lasting items they’ve owned for years and plan to use for many more.
Megan Doherty Bea, an assistant professor of consumer science at the University of Wisconsin-Madison, believes this trend is a direct counter to the constant pressure for material gain that pervades modern life. “It’s challenging the idea that we need to keep buying to be happy or fulfilled,” she notes. The underconsumption ethos embraces sustainability and contentment with fewer, quality possessions, rejecting the constant cycle of newness that drives mainstream consumer culture.
A quick glance at online data shows the rising interest in this movement. According to Google Trends, searches for “underconsumption core” have skyrocketed by over 4,250% in the past year. Social media platforms, particularly TikTok, are seeing a wave of content where users proudly display their small, carefully chosen collections of clothes, cosmetics, and household goods. Videos of this minimalist lifestyle are often met with widespread approval, garnering hundreds of thousands of likes and comments.
But the appeal of underconsumption goes beyond the idea of curbing excess spending. Many people feel exhausted by the unrealistic lifestyles portrayed by influencers and marketers. As the broader society grapples with the environmental consequences of overconsumption, individuals are seeking a simpler way to live — one that reduces their carbon footprint and gives them peace of mind. Underconsumption advocates push back against the norm of brimming closets, endless shopping sprees, and the rapid disposal of items for the next new thing.
This trend also dovetails with economic realities. As inflation and high interest rates squeeze household budgets, many Americans are finding it harder to justify the excessive consumption that was normalized during the pandemic. Those who indulged in “revenge spending” after the lockdowns lifted are now looking to rein in their habits and focus on financial stability. Instead of stocking up on more stuff, people are realizing that they can lead meaningful lives with less.
Diana Wiebe, a 30-year-old communications professional from Ohio, has found a niche on TikTok by creating “de-influencing” videos for her 200,000 followers. Her posts often poke fun at influencers’ product endorsements, labeling them as unnecessary and wasteful. Her followers appreciate her no-nonsense approach, with many commenting that her critiques replay in their minds when they go shopping, helping them resist the urge to buy on impulse.
Retailers are starting to feel the shift. Chains like Kohl’s, Best Buy, and Home Depot have seen consumer spending slow, a stark contrast to the shopping frenzy that took place during the height of the pandemic. While people still seek out experiences like travel and entertainment, the drive to acquire more material goods appears to be losing steam.
For some, underconsumption core is more than a financial decision; it’s a lifestyle choice rooted in authenticity and sustainability. Eleanor, a 24-year-old working part-time in Utah, explains that her decision to shop mindfully stems from environmental concerns. After witnessing the mountains of textile waste in West Africa, she shifted her focus toward higher-quality items that last longer. “Instead of buying 20 swimsuits, I’ll buy two that I really love and will use for years,” she says, emphasizing that this approach aligns better with her values and long-term goals.
Yet, despite the rise of this minimalist mindset, the broader U.S. economy continues to experience strong retail spending overall. July saw a 1% increase in sales, a jump from June’s slight decline, according to Commerce Department data. Some, like Suzanne Lambert, a consultant from Arlington, Virginia, view underconsumption as a personal journey rather than a one-size-fits-all solution. She canceled a beauty subscription service and resisted buying new glassware, but feels that the trend can be limiting in some respects. “There’s no universal measure for what’s too much or too little consumption,” she says.
Meanwhile, experts like Scott Rick, a marketing professor at the University of Michigan, suggest that shopping itself can have therapeutic benefits. Rick’s research shows that for some people, retail therapy offers a sense of control and emotional relief. “There’s no right or wrong here,” he says. “People should spend their money in ways that make sense for them.”
In the end, the underconsumption movement is about more than just budgeting — it’s about reclaiming control over personal choices and pushing back against a society that too often equates happiness with material wealth. For a growing number of Americans, living with less is more than a trend; it’s a conscious decision to prioritize what really matters.