Buy what you love and use it into the Ground

When did keeping what you own become so uncool?

If you've been on TikTok lately, you're likely familiar with the latest trend in core language: 'Underconsumption Core.' This concept is a savvy rebrand of ideas like 'low waste consumerism,' 'buying what you need,' or simply 'not always needing new.'

In the age of social media, there is nothing simple about doing what’s right for the planet or yourself. From 'Tomato Girl Summer' to 'Ballet Core,' there’s no shortage of new items and looks trending. On platforms like TikTok and Instagram, young audiences are constantly encouraged to desire more, newer, and faster.

Social media has subtly entrenched the idea that personal value is tied to what we own as much as who we are. Young consumers are often made to feel inadequate if they aren’t constantly consuming.

This is why the emergence of a trend like 'Underconsumption Core,' which directly challenges these virtual pressures, is so refreshing. This trend is a positive step towards alleviating the anxiety and the collective sense of inadequacy driven by the social media message that 'having enough' equates to 'being enough.'

It's heartening to see people taking pride in rewearing their favorite outfits, using their makeup until it truly needs replacement, and finding new ways to style their existing wardrobe.

Of course, wanting new things is natural, and that’s okay! The key is to ask yourself: what’s at the core of this desire? Are these my own thoughts, or are they imposed upon me by the surrounding industry?

As this trend inevitably fades from hashtags and main pages, I hope we hold onto the principles 'Underconsumption Core' has introduced. I hope we remember that our personal value is not tied to what we own, or our latest purchase.

Buy what you love and use it into the ground.

Julia x