The “underconsumption core” trend on TikTok is gaining momentum as users push back against a culture of constant buying.

The hashtag #underconsumption has accumulated more than 13.5k posts on TikTok, with its popularity mirrored in global Google searches.

On a platform dominated by promotions for the latest must-have products, this trend emphasises that consuming in moderation is both practical and normal.

Videos tagged under this trend showcase modest wardrobes, streamlined skincare routines, and everyday items being used to the last drop.

For many, this approach might seem obvious, but on TikTok it directly contradicts the usual emphasis on constant consumption. The hashtag #tiktokmademebuyit alone has more than 9.5 million posts.

Content creator Paris (@pariouioui), who actively engages in the underconsumption trend, said many are frustrated with the unattainable nature of influencer culture.

“Having an abundance of things is simply unattainable for most people,” she said. “It’s refreshing to see a shift toward consuming less.

“It’s about making intentional choices rather than impulsively buying the first thing you see, which can be difficult because shopping is so accessible nowadays.

“The problem arises when people buy just to keep up with trends, rather than purchasing what they truly love or need.

“Particularly with the current cost of living crisis, people are being more mindful of their spending.”

Despite gaining popularity during a time when many are being forced to watch their budgets, this trend isn’t driven by people downgrading due to economic pressures.

Instead, it’s everyday people showing what regular consumption looks like in a space that often glamorises overconsumption.

Professor Nitika Garg from the University of New South Wales School of Marketing said fear of missing out “has escalated in times of social media,” particularly among young people.

Encouraging people to make purchases they wouldn’t ordinarily consider, “whether it’s travel, whether it’s luxury, whether it’s eating out.”

Professor Garg said there are dangers in how much trust people place in what they see on social media, as many “believe it to be gospel truth.”

She said users often forget that influencers are not experts but everyday consumers who are either paid to promote products or have simply chosen to endorse them.

The viral nature of TikTok creates a constantly running trend cycle, where one thing is in today and out the next.

This cycle, Professor Garg said, “feeds into the novelty, excitement, something new, something to do,” which leads to impulsive buying.

She said people often follow a herd mentality, rather than making decisions based on their own preferences.

“It’s almost like people become less wise than they would have been if you just left them to their individual opinion.”