How the ‘underconsumption core' trend is reshaping consumerism and the digital landscape
More people are becoming aware of overconsumption and the importance of financial responsibility, which has led to the rise of this trend.

Photo for illustrative purposes only. - Canva
It used to be binge-watching haul videos, makeup tutorials and home makeovers, which at the time offered me a sense of odd comfort.
I can’t exactly explain the allure of these videos, except that watching a beauty influencer explain how to "snatch" my face was oddly therapeutic—like slipping into a meditative state.
It was an escape, until it wasn’t.
After watching enough videos to probably last me a lifetime, there came a point when they no longer appealed to me or offered me any solace.
The turning point came when I started buying products overhyped by these influencers, only to find myself sorely disappointed with whatever was being sold through the tiny screen.
I’ve made many concerning and wasteful purchases since then.
Eventually, overwhelmed by it all, I decided to reevaluate what was fueling my impulsive spending and makeup hoarding.
Surprisingly, I wasn’t the only one.
When I brought up the topic among friends, colleagues and family, one point was glaringly obvious: we were not influencers, and the lifestyle we viewed on-screen every day was not sustainable in real life.
So why were we so easily influenced?
All the staples influencers convinced us we needed have likely led many of us to make at least one regrettable purchase.
Enter deinfluencing and the 'underconsumption core' trend.
Don’t get me wrong, the influencer industry is not going anywhere and is here to stay, but what is changing is the type of content we connect with.
It’s no longer sufficient for content creators to tell us what to buy—we also need to connect with them as people.
Haul videos are still widely popular, but they have recently faced an emerging movement, with "anti-haul" videos first, and more recently, a trend called "underconsumption core."
The feeling of constantly needing the next best thing became too much and unrealistic.
As a result, more people are becoming aware of overconsumption and the importance of financial responsibility, which has led to the rise of this trend.
WHAT IS UNDERCONSUMPTION CORE?
An anti-haul video typically focuses on telling you what not to buy, but the concept of "underconsumption core" goes a step further.
It doesn't just warn against excess; it removes the idea of buying altogether.
The goal is to own only what you truly need, instead of being driven by the urge to constantly acquire more.
If you search #underconsumptioncore on TikTok, you’ll find over 4,500 videos where users share their pared-down routines: a five-product makeup bag, shoes worn until they’re falling apart, a simple skincare routine or a capsule wardrobe.
For those who’ve fallen into the trap of constant shopping, these videos can serve as a grounding reminder.
They offer a stark contrast to the weekly haul culture, showing that having less—and only what you need—is a far more balanced approach.
The popularity of shopping hauls on TikTok is no accident.
Search #haul on the app, and you'll find 4.5 million videos.
Hashtags like #makeuphaul and #clothinghaul clock in at 255K and 490K entries, respectively.
Despite the growing discourse around sustainability, minimalism and ethical consumption, we’re still mesmerised by beautiful people showing us the beautiful things they’ve bought.
Underconsumption core is a direct antidote to these videos.
During the Covid-19 lockdowns, online shopping surged, driven by boredom and limited spending options.
In March 2020, 69 per cent of internet users made an online purchase, with 63 per cent of those being clothing and accessories.
Now, in a post-pandemic world, things have shifted.
While online shopping continues to rise, we’re grappling with a cost-of-living crisis, housing shortages and the ever-looming climate crisis.
Exposés revealing the environmental and human costs of fast fashion, coupled with tighter budgets, have dulled the appeal of haul videos.
After years of saturation with affiliate links and endless consumerism, underconsumption core offers a refreshing alternative, reminding us that it’s neither normal nor necessary to constantly buy more.
WHAT IS DEINFLUENCING?
Deinfluencing is all about pushing back against the power social media influencers have over our choices.
It’s a reaction to the rise of influencer marketing and the growing concerns about its impact on our lives.
The idea is to unfollow influencers, unsubscribe from their channels and seek out other, more authentic sources of information and entertainment.
Instead of seeing endless promotions of trending products that influencers claim will "change your life," deinfluencing encourages us to follow people who highlight why we might not need those items in the first place.
It’s a movement towards more thoughtful, intentional consumption.
WHY ARE PEOPLE DEINFLUENCING?
There are several reasons why people are choosing to deinfluence.
Firstly, many are becoming disillusioned with the curated and often superficial content that influencers post.
Influencers often promote unrealistic beauty standards, consumerism and a lifestyle that is unattainable for most people.
This can lead to feelings of inadequacy and anxiety among followers.
Secondly, there is a growing concern about the authenticity of influencer content.
Many influencers are paid to promote products or services, making their content feel disingenuous.
In addition, there have been instances where influencers have been caught faking their content or buying followers, which further erodes trust in the influencer community.
Finally, some people are deinfluencing as a way to take back control of their time and attention.
Social media can be a major time sink, and following influencers can make it even more difficult to disconnect.
By deinfluencing, people are reclaiming their time and focusing on activities that bring them joy and fulfilment.
THE IMPACT OF DEINFLUENCING
The #deinfluencing hashtag has gained significant traction on TikTok, with over 540 million views.
Every day, individuals and influencers alike are adding momentum to this social media movement with an array of videos.
While the impact of deinfluencing is still being studied, there are already indications of its effects.
One positive impact is that it can lead to greater mental well-being.
Studies have shown that social media use is linked to increased levels of anxiety and depression, and de-influencing may help reduce these negative effects.
Deinfluencing can also lead to a more diverse range of perspectives and experiences.
By seeking out alternative sources of information and entertainment, people can expose themselves to new ideas and ways of thinking.
This can broaden their horizons and lead to a more enriching life.
Download Sinar Daily application.Click Here!