Why 'Underconsumption Core' is the anti-trend Gen Z is obsessed with

In a world that’s constantly shouting buy more, want more, be more, a quieter, more grounded movement is starting to take root—and it’s not just a passing mood. It's called underconsumption core, and it’s turning the tide on how we think about stuff.

Sure, we all love the thrill of buying new things. There’s an undeniable dopamine hit when a package lands at the doorstep, especially after watching a 60-second TikTok haul promising that this one item will change your life. But somewhere between cart checkouts and cluttered closets, many of us have started to feel... tired. Tired of accumulating, tired of the pressure to keep up, and definitely tired of spending money on things that lose their sparkle faster than they arrive.

What is underconsumption?

That’s where underconsumption comes in—a trend that’s not about denying yourself joy, but redefining it. From global celebrities like Alia Bhatt repeating her wedding saree at a red carpet event to Kate Middleton gracefully re-wearing designer pieces, the message is clear: the real flex is longevity.

But it's not just the royals and film stars driving this shift. Gen Z—the same generation once known for viral shopping trends—is now proudly showcasing their re-wears, thrift finds, and “old but gold” favorites. Hand-me-downs are in, swaps are cool, and owning less is no longer a sign of lack, but a mark of intention.

‘Deinfluencing’ is catching on

At the heart of this shift is deinfluencing—another buzzy trend where creators tell you not what to buy, but what not to. Think product reviews with a conscience. Instead of “You need this!”, the message is more like “You probably don’t need this—and here’s why.” It’s a rebellious, refreshing pivot from the endless loop of consumption.

Minimalism isn’t new, but this new wave of underconsumption feels different. It’s not just aesthetics—it’s mindset. And in an era of noise, hype, and hyper-consumption, this quiet rebellion feels surprisingly powerful.

So, the next time you feel that familiar urge to click “buy now,” maybe stop and ask: Do I really need it? Or is it just another moment of temporary thrill? Because the coolest trend right now? It’s making peace with enough.