A growing number of individuals in the United States are embracing a minimalist lifestyle, rejecting the consumerist culture that once dominated. This shift is evident in the rise of the "underconsumption core," a movement that advocates for a more sustainable and mindful approach to purchasing and using goods.

Social media, once a platform for promoting endless consumption, now hosts influencers who champion the underconsumption core. These advocates showcase their long-term use of a limited number of items, such as inherited towels, a modest makeup collection, or thrifted furniture, emphasizing the value of durability and sustainability over fleeting trends.

"The underconsumption core is a direct rebuttal to the notion that happiness and fulfillment are predicated on constant buying," explains Megan Doherty Bea, an assistant professor of consumer science at the University of Wisconsin-Madison. The movement has gained significant traction, with Google Trends data indicating a surge of over 4,250% in related searches within the past year.

Videos on platforms like TikTok, where individuals flaunt their minimalist lifestyles, have garnered millions of views, reflecting a broader societal interest in this approach to consumption. The trend extends beyond budgeting or decluttering; it's about challenging the unrealistic and unsustainable lifestyle often portrayed by influencers and marketers.

Diana Wiebe, a 30-year-old with a substantial following on TikTok, creates "de-influencing" content that critiques the consumerist messages of traditional influencers. Her videos, which label such products as "garbage," resonate with viewers tired of being told what to buy.

The underconsumption core movement is particularly relevant amidst economic challenges such as high interest rates and inflation, which have increased the cost of living. As savings from the pandemic era deplete and job cuts become more common, some economists warn of a potential recession, making the appeal of this lifestyle even more pronounced.

Retailers have felt the impact of this shift, with companies like Kohl’s, Best Buy, and Home Depot experiencing a decline in consumer spending. This is a stark contrast to the pandemic's early days when people were confined to their homes, leading to a surge in purchases of various goods to pass the time.

"I view the underconsumption core as more than just a trend; it's about reestablishing and even romanticizing a sense of normalcy," says Wiebe, who works in communications for a legal nonprofit in Ohio.

Participants in the underconsumption core are not only pushing back against perceived inauthentic marketing but also advocating for quality over quantity. This is evident in the dining sector, where customers are increasingly choosing to dine at full-service restaurants rather than fast-food chains, despite higher prices.

Eleanor, a 24-year-old working in construction in Utah, is a proponent of this mindful shopping approach. She invests in high-quality items, such as durable jeans, that she believes are worth the cost due to their longevity compared to fast fashion.

Eleanor's choices are driven by environmental concerns, stemming from her experiences in West Africa, where she witnessed the massive amounts of textile waste generated by discarded fast fashion. "I opt for fewer, more expensive items that I love and will use for years, rather than buying multiple cheap items," she explains.

Despite the growing popularity of the underconsumption core, overall spending in the U.S. remains robust. Retail sales saw a 1% increase in July, defying expectations and previous declines.

Suzanne Lambert, a 32-year-old consultant, has found value in underconsumption content, which has prompted her to reconsider her spending habits. She has canceled subscriptions and refrained from unnecessary purchases, demonstrating how the movement can influence consumer behavior.

However, Lambert also points out that the concept of underconsumption may not be universally applicable, arguing that there is no one-size-fits-all approach to spending. Scott Rick, a marketing professor, adds that retail therapy can provide emotional benefits, suggesting that individual preferences and needs should guide spending decisions.

In conclusion, the underconsumption core represents a significant cultural shift towards a more sustainable and mindful approach to consumption. While it may not be for everyone, it offers an alternative perspective on living well with less and challenges the pervasive narrative of consumerism.