Although many social media platforms started as places to share photos and keep up with friends, an overwhelming number of them have leaned into something else: shopping.
Whether it's an in-app store or paid partnerships with influencers, people who use TikTok are under a lot of pressure to buy. But recently, lots of users have been making videos touting something called "underconsumptioncore" — basically an effort to buy fewer things, and use all of the things people do have.
Tiffany Ferguson makes YouTube videos under the series, "Internet Analysis," and recently broke down the concept of "underconsumptioncore." Ferguson joined The Show to discuss what got her thinking about this.
Full conversation
TIFFANY FERGUSON: As always, a lot of my topics lately are led by the TikTok algorithm. So myself, like many people, was just delivered, you know, these videos all of a sudden and of course, it piqued my interest as a viewer. I I definitely do consume a lot of sustainability, you know, leaning kind of content. And I like to see anything that criticizes overconsumption. So I really was, I'm a good target audience for that kind of a topic, and then very quickly, like I'm also a big reader of comment sections.
So, as I saw the discourse forming, I said, “OK, this is definitely gonna be a good topic to cover on on my channel.”
MARK BRODIE: So how, how do you describe underconsumptioncore? And I wonder if that is similar or, or dissimilar to how others online would describe it?
FERGUSON: I would describe it as under consumption is the idea of consuming, maybe less than the average. So, you know, you're reusing things, you're making use of older items. But underconsumptioncore is specifically about romanticizing that idea. It's about the aesthetic of, you know, being a little more eco-friendly, consuming less, essentially just making use of what you have and trying not to over consume.
BRODIE: And does it seem like that's sort of the general consensus? I mean, I know the internet is, you know, traditionally a place where people tend to agree and, and have very reasonable thoughts about things.
FERGUSON: Well, that's what I found so interesting when I started to try to analyze this trend, was just the term underconsumptioncore to me just does not make sense. Like because it's like, what is your frame of reference, underconsuming says who, like compared to what? And so that was where a lot of the interesting conversations came from, is people online arguing about no, that doesn't count as under consumption that's normal or that's even above average still, where other people are like, no, that, to me looks like poverty. So, I found that very interesting.
BRODIE: Yeah, I guess it's tough to, to define under or over when you don't have a common baseline.
FERGUSON: Right, exactly.
BRODIE: So, what kinds of things are people online talking about? Maybe they're trying to reuse more or maybe not, you know, not buy as much of, you know, use every last drop kind of thing?
FERGUSON: Yeah. From what I saw, there was kind of the classics like, reusing mason jars and drinking out of them, which is like one of the strongest, just like visual signals of sustainability, I feel like. Like in the past, like decade, it's been like, “if you're reusing your mason jars, that's a sign if you're drinking from regular cups, you're just being wasteful,” which is hilarious but no, there's, there's other things like, yeah, some users talked about having a much smaller daily makeup routine or skin care and just pointing to a handful of products that they use every day, which to me, I'm like, “yeah, same.” That seems very reasonable.
But again, it's, it's, you always have to remind yourself, especially watching this on TikTok that it's in, it's in opposition to the crazy overconsumption that we've seen and that's where we've seen like, literally drawers and drawers or even a closet full of makeup and skincare products that of course one person could never, ever use.
BRODIE: Yeah. Well, I wonder like, how is this different from people who have tried to, you know, use less? I mean, this using less and, you know, to an extent, minimalism is not a new concept. Like, people have been doing this for many, many years, is this different?
FERGUSON: Exactly. And that's fascinating as well. I think that lends itself to the TikTok-ification of everything to use a term that's very popular in tiktok. Everything is a “-ification” now. But yeah, like there always has to be a name, a new label for something. So it's an era, it's a core, it's a (blank) aesthetic.
And but yeah, that's the thing is like the underlying themes of under consumption are very familiar and very similar to, you know, what we've seen in other sustainability-led movements or in minimalism or, you know, there's been decluttering or deinfluencing.
But it is, it's slightly different because of that focus on like instead of prior movements that were like, for example, minimalism telling you to like declutter, get rid of all your junk have, have a much lighter life, underconsumptioncore is more like you don't have to get rid of everything you own, if anything just use it.
BRODIE: For the people who are making these TikToks, is there like, what's the end here? Like you mentioned, you know, decluttering to, you know, live a lighter life and you know, maybe enjoy your space a little bit more like, to what end are, are people advocating underconsumptioncore?
FERGUSON: I think underconsumptioncore is just more about practicing a mindset shift. That's the way that I've definitely internalized it, is like the practice of looking around at your house, appreciating little items. Like, “wow, I've had my coffee machine for a good five years and I don't need to get a new one because this one still works.” Or, “wow, I appreciate those hand me downs from my family” or “that second hand jacket that I've had for a decade, how wonderful.” Like, I think it really is yeah, more of like a, a daily practice to integrate the romanticizing of appreciating your own stuff.
But also like, again, the practicality of being like next time I feel tempted to go by, you know, a new coffee machine being like, “no, I have a perfectly nice functional one and I'm gonna use it until it either breaks or, you know, I can't get it fixed.” And yeah, it's like a, just a, more of like a mantra to repeat to yourself every time you're going to shop for something new.
BRODIE: One thing that you, you also talk about is sort of the class dynamics at play here where, you know, for some people, they might look at this as a choice, they get to make about how much they buy, how much they consume. But for other people, it's really just kind of a, a necessity, just kind of a reality of their lives.
FERGUSON: Exactly. And I think these are similar critiques that were, you know, also pointed out. Like minimalism, for example, is like, yes, for a middle class or upper class, wealthy person, to the idea of buying less or living a simpler life is seen as like trendy and aspirational. But again, for somebody who is poor or broke, it's not a choice, it's not romantic, it's not cute.
And so, that's always something I think at the very least, to be aware of. You would hope that people would have some class consciousness when they're making this kind of content. But it's also interesting, because I've seen comments from people who say their experience as a lower income person can be the opposite where it's like you can't be a minimalist because you actually need to keep everything because you actually might need things and you might, you know, not be able to afford to replace them.
