Young people show off their used items as “underconsumption” goes viral

On social media, young people are showing off their 12-year-old water bottles, high school sweatshirts with patched holes, and tea towels made from cut-up old T-shirts.

It's all part of a trend that's taken social media by storm in recent months, dubbed “underconsumption core,” where users boast about continuing to use the things they already own, repurposing household items instead of buying new ones, and saving money in the process.

“It’s really refreshing to see the essence of underconsumption, because it’s just about making the most of what you have,” says Christine Lan, a Montreal-based content creator who showcases her lifestyle focused on underconsumption and environmental sustainability.

“(I like to) appreciate everything I have to the fullest and when I buy something, make sure it is of good quality and will last a long time.”

Lan initially found success on social media when she posted about how she made her own makeup instead of spending a lot of money at cosmetic retailers.

According to experts, this trend of underconsumption is essentially a new version of minimalism, which has its roots in the current economic situation and high unemployment, which particularly affects young people.

“When you are unemployed or under economic pressure, it is certainly difficult to consume too much,” says François Côté, CEO of online lender Fig Financial.

Côté said that many Canadians have been practicing the trend of underconsumption for some time, but social media has reinforced and normalized the behavior.

Canada's unemployment rate has been steadily rising, reaching 6.4 percent in July, according to data from Statistics Canada, as high interest rates slow the economy. But young people have been hit particularly hard, with unemployment reaching 14.2 percent in July.

While youth unemployment is generally higher than the overall population, the current rate is the highest in over a decade without a pandemic, according to a report by BMO Economics.

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Emily Gardner, vice president of consumer products at Spring Financial, said more young adults are focusing on what matters to them and spending their money more consciously.

“Underconsumption core, that’s exactly the hashtag that could come through,” Gardner said.

“However, I am convinced that the underlying idea of ​​conscious spending and consumption is likely to continue to prevail and not remain just a passing fad.”

She added: “Given ongoing economic challenges, people are more inclined to adopt underconsumption practices – ways to live more sustainably and financially better in the long term, rather than just riding a short-term trend.”

Jennifer Wang, a pharmacist and content creator, has been talking about responsible shopping for years and focuses on educating her followers on how to determine the quality of clothing items. Her TikTok profile description reads: “Buy less, but buy well.”

Wang said the trend of underconsumption should simply be viewed as normal consumption.

“The excessive consumption we see is usually due to influencers promoting products,” Wang said. But the average person does not consume to this extent, she added.

Wang said more people are realizing they don't need to spend money on things they won't use over time.

But it can be difficult to resist the impulse to buy. Wang said she often stops and asks herself a few questions when considering buying an item: “Do I already have something similar? Can I put this to good use?”

She added that avoiding online shopping and shopping in-store instead helps her make better purchasing decisions.

Omar Fares, a lecturer at the Ted Rogers School of Management at Toronto Metropolitan University, says there is a misunderstanding about what a healthy consumer actually is.

“The misconception that minimalism essentially means, 'I don't really buy anything and I live very frugally. I just about manage my needs,'” he said. “In the long run, that causes emotional stress.”

According to Fares, there must be a balance between expedient spending and foregoing the essentials under the guise of minimalism or underconsumption.

A realistic budget can help achieve that balance, said Côté of Fig Financial.

Treat your personal life like a “mini-business,” he said.

“Setting up a budget, understanding what your expenses are and having a plan are really the first steps to consuming sustainably,” said Côté.

Without a budget, it is easier to fall into the trap of extremes – usually overconsumption – and find yourself in a seemingly endless cycle of outstanding credit card payments, he explained.

This report by The Canadian Press was first published August 19, 2024.

Ritika Dubey, The Canadian Press