'Underconsumption Core' Is The Ultimate Clapback To Your Boomer Parents

In a world where hauls and influencer ads rule the internet, "underconsumption core" is a breath of fresh air. The movement (it's a way of life, not just a trend) has taken over TikTok and sees users share tips to buy less, recycle more, and get as much use as possible from what we already own. One video from @dainty.nugs has more than 1.5 million views at the time of writing. It features tricks like cutting open beauty products to use every ounce of product and using refillable containers. Another from @sophie_hinn shows their homemade dry shampoo and thrifted furniture, and has 3.5 million views.

@dainty.nugs

Some underconsumption tips ive been trying to follow this year, i am actually spending WAY less already than last year on material items and way more on experiences, traveling, hobbies and spending time with loved ones! #underconsumption #deinfluencing #underconsumptioncore

♬ original sound – speedz!

@sophie_hinn

I could make a series out of this 😂 #underconsumption

♬ Don't Know Why – Norah Jones

"Underconsumption core" is somewhat of a lead-on from the "de-influencing trend" we saw in 2023. That "de-influencing" sham confirmed social media no longer served us and saw TikTokers urge people not to buy products they don't need — but still often instead encouraged them to purchase better ones. This movement, though, is about being smarter about materialism and the constant turnover of outdated trends. And it's the ultimate clapback to the older generation. Boomers (anyone born between 1955 and 1964) as a whole are notorious maximalists and over-consumers, and so are Generation X-ers (those born between 1965 and 1980). By embracing the "underconsumption core" movement, young people are taking a stand and turning their backs on the idea that consumerism is the route to happiness.

It's no secret that consumerism has been a massive problem in the U.S. for decades. In the words of Shania Twain in "Ka-Ching," "We live in a greedy little world/That teaches every little boy and girl/To earn as much as they can possibly/Then turn around and spend it foolishly." The Bureau of Labor Statistics found in a 2022 survey that Generation X spent more than any other age group that year. Then, in 2023, The Washington Post reported a big divide between Boomer and Millennial (born between 1981 and 1996) spending. Of course, much of that is spent on necessities — but we're all guilty of buying things we don't need. And where does all the excess go? Landfills. Per the California Review Management, in 2023, 1.8 million acres of the U.S. were landfilled. The most shocking fact though is that The United States Environmental Protection Agency reported only 32.1% of waste in the U.S. is recycled or composted. Disastrous for the environment.

But we're waking up to the dangers. Consumer culture is a learned behavior that trickled down to many Millennials and Gen Zs (born between 1997 and 2012), with serious repercussions. A 2012 study found consumerism can be linked to depression and anti-social behavior. The idea of needing to constantly buy to make their parents proud, coupled with a never-ending bombardment of ads and promotional material across social media? Yeah, it's no wonder the younger generation is hitting back.

With all that said though, it's important "underconsumption core" is put into context. It can be tough to even know where we stand on the consumerism spectrum. Even content creators promoting the idea aren't really sure. After TikToker @imjustbeingher shared a video of her possessions, one user commented, "This is in fact just regular consumption but compared to the crazy overconsumption on this app i understand why people would think it's underconsumption." It's also, of course, a generalization to suggest all Boomers and Gen X-ers are maximalists and that all Millennials and Gen Z's are pointing the finger at them for America's capitalist culture.

Equally, while "underconsumption core" is an important clapback and a noble life choice, for some people, it's nothing more than a necessity. CNBC reported in April 2024 that, by the time they're 35, the average millennial has less money than Boomers or Gen X-ers did at the same age. And, as prices of pretty much everything continue to rise — forcing Millennials and Gen Z to try and make finances fun — many people have no option but to practice underconsumption. No matter why a person takes part in this movement though, there's little doubt it means good things for the environment. And the country.