- ‘Underconsumption core’ trend emerges on TikTok.
- Gen Z loses trust in influencers.
- Economic challenges drive shift towards minimalism and essential purchases.
Bye-bye, buy-buy
A fresh trend is sweeping TikTok, challenging the very foundations of influencer marketing. Dubbed “underconsumption core,” this movement encourages Gen Z to embrace minimalism and purchase only essentials.
It’s a pushback against the constant barrage of product promotions that have dominated social media platforms.
Influencers lose their mojo
Research suggests that Gen Z’s trust in influencers is waning. A Y-Pulse study found that 45% of 13-22 year-olds believe content creators have lost their authority, and over half prefer recommendations from regular folks.
This shift comes amidst concerns about influencer authenticity Gen Z’s tight budgets and economic challenges are driving this trend towards simplicity.
Facing inflation, rising costs, and a competitive job market, young adults are reconsidering unnecessary purchases.
Columbia University economics professor Brett House draws parallels to similar consumer behavior shifts following the 2008 recession, suggesting economic anxiety plays a significant role in this new movement.
