KarunaNews Story

A new TikTok trend called “underconsumption core” that champions minimalism and frugality, and encourages people to buy only what they truly need, is challenging consumerism. Users are posting videos showing thrift store purchases, modest wardrobes and practical, well-used everyday items. As younger consumers become more aware of the environmental impact of their purchasing decisions, they are increasingly drawn to sustainable fashion content. While the underconsumption trend offers potential benefits, it’s important to approach it in a balanced way that strikes a balance between frugality and quality of life. Done right, underconsumption can lead to financial stability and a more purposeful lifestyle.