Using only one water bottle. Finishing that tube of makeup before buying another. Owning furniture that’s been passed down through generations. This isn’t the lifestyle that social media influencers promoting their Amazon storefront or their brand discount codes show. So-called “underconsumption core,” however, is one of the latest personal finance trends to go viral on TikTok, with many videos about the topic receiving millions of views.
” Underconsumption or normal consumption? Some creators have also argued that underconsumption core should instead be called “normal consumption core” because some of the behaviors frequently shown in the videos, such as reusing items, are a part of many people’s everyday lives. “With TikTok Shop and just people always trying to sell you something, I think it’s refreshing for people to see other people don’t consume,” Hinn said.