“Underconsumption Core” is Trending and Your Marketing Strategy Should Adapt To It

Have you heard of “underconsumption core”? It is a new viral trend on TikTok that encourages consumers to be more mindful and less impulsive in their purchasing habits. It promotes a minimalist approach to shopping, focusing on buying only what’s necessary, using products until they’re finished, shopping secondhand, and avoiding trend-driven purchases. This trend is particularly popular among Gen Z and is seen as a response to economic pressures, environmental concerns, and oversaturation of consumer culture on social media.

This trend has some marketers and brands worried:

1. Reduced impulse buying: The trend discourages spontaneous purchases, which many marketing strategies rely on.
2. Longer purchase cycles: Consumers may take more time to consider purchases, potentially decreasing sales frequency.
3. Shift in consumer values: Traditional marketing messages promoting constant consumption may become less effective.
4. Decreased influence of influencer marketing: As consumers become more skeptical of product recommendations, the impact of influencer partnerships may diminish.
5. Potential reduction in overall consumer spending: If widely adopted, this trend could lead to a decrease in sales across various industries.

There are many things brands can do to leverage this trend to their advantage, build stronger relationships with their customers, and help our planet in the process.

1. Focus on quality and durability: Highlight the long-term value and longevity of products to appeal to consumers seeking to make fewer, but more meaningful purchases.
   
2. Emphasize sustainability: Showcase eco-friendly practices and sustainable materials to align with environmentally conscious consumers.
   
3. Promote versatility: Market products that serve multiple purposes or can be easily mixed and matched, appealing to the capsule wardrobe concept.
   
4. Embrace secondhand and circular economy: Consider incorporating resale, repair, or recycling programs into your business model.
   
5. Authentic storytelling: Share the story behind products, emphasizing craftsmanship and ethical production to justify higher price points for quality items.
   
6. Educational content: Provide information on how to maximize product lifespan, demonstrating a commitment to reducing waste.
   
7. Collaborate with “deinfluencers”: Partner with content creators who provide honest, critical reviews to build trust with skeptical consumers.
   
8. Offer rental or subscription services: For products that aren’t frequently used, consider alternative ownership models that align with reduced consumption ideals.
   
9. Personalization: Focus on helping consumers find products that truly meet their individual needs rather than pushing trend-based items.
   
10. Community building: Create platforms for customers to share tips on sustainable living and mindful consumption, fostering brand loyalty through shared values.

By adapting to this trend, marketers can position their brands as responsible and aligned with evolving consumer values, potentially gaining long-term customer loyalty in a changing marketplace.