Ecological and social awareness
The underconsumption core is a new environmental awareness. Faced with pollution from the textile industry and the annual overspending of the Earth's resources, this lifestyle promotes sensible consumption and the circular economy. A YouGov study (2023) indicates that 68% of young adults in France wish to reduce their superfluous spending, illustrating a "financial burn-out" that prompts them to review their priorities. For these enthusiasts, buying second-hand, favoring sustainable products, and opting for objects with real utility is becoming both an economic and ethical response.
TikTok: home to the underconsumption core
Andrej Lišakov
On TikTok, influencers like Pauline Borgogno and Omar Fares promote a minimalist lifestyle and think before they buy. With popular hashtags like #underconsumption and #consommationresponsable, this model is becoming a benchmark for young people in search of simplicity and sustainable values. Their goal? To create a "capsule wardrobe" - a minimalist, sustainable wardrobe - that breaks away from ephemeral trends and impulse buying.
The rise of second-hand: a sustainable alternative
Fons Heijnsbroek
The success of the underconsumption core is supported by the growing popularity of the second-hand market. In 2022, a study by Boston Consulting Group and Vestiaire Collective projected that clothing resale would reach $77 billion by 2025, far outstripping the growth of fast fashion. Platforms such as Vinted, LeBonCoin and Back Market enable millions of young people to limit their ecological footprint by buying second-hand. According to Vinted, 70% of its users prefer to buy second-hand for both economic and ecological reasons.
The rise of second-hand goods is encouraged by initiatives from companies such as Decathlon, which offers the trade-in and resale of its sports equipment, and Ikea, which buys back second-hand furniture to extend its lifespan. This approach meets growing consumer demand for sustainable consumption.Ademe (2021) reports that a second-hand product reduces its environmental impact by 91% compared to a new one, making second-hand an essential pillar of the underconsumption core.
An alternative to consumer culture
Ashkan Forouzani
This movement is opposed to the fast-paced consumption models imposed by pop culture. Followers of the underconsumption core seek to slow down and consume less, but better. For many, this approach frees them from financial stress and allows them to refocus on the essentials. The choice to consume responsibly becomes an act in line with contemporary environmental and social values.
Influential figures in the underconsumption core
Shanu Walpita: A lecturer at the London College of Fashion, Shanu Walpita spoke of the benefits of this trend, while warning of the risks of excessive reduction, which can become a constraint if taken to extremes.
Julien Bruitte: The co-founder of Origami Marketplace believes that the underconsumption core is prompting companies to rethink their models, responding to higher expectations in terms of sustainability.
Andrea Cheong: Andrea Cheong is a specialist in sustainable fashion and the creator of the Mindful Monday method, which guides people towards more responsible, environmentally conscious consumption of clothing.
Critics of the underconsumption core
Despite its positive impact, this lifestyle is not immune to criticism:
Fetishization of poverty: Shanu Walpita notes that voluntarily reducing consumption remains a privilege, as it is not a choice for people in precarious situations.
Trivialization of overconsumption: Some see in this phenomenon a paradox, where the underconsumption core arises in response to excessive consumption, underlining the idea that reduction becomes possible only in the face of initial excess.
Reinterpretation of minimalism: For many, this trend is simply a reinterpretation of minimalism, a fashion that already existed but under a new name.
Criticism from the insecure: Those who can't afford to voluntarily reduce their purchases denounce the optional nature of under-consumption, which for them becomes a necessity rather than a choice.
Contradiction with social networks: Critics point to the irony of promoting sobriety on commercial platforms like Instagram or TikTok, which generally encourage buying.
Risk of being a short-lived trend: Some fear that this phenomenon will be more of a fad than a real change.
Economic consequences: If this movement becomes widespread, it could affect certain sectors that depend on frequent product renewal.
Despite these criticisms, the underconsumption core inspires a more ethical lifestyle, in response to environmental and social challenges. It enables young people to reinvent their consumption, redefining priorities and valuing the essential in a world increasingly focused on sustainability.
