#UnderconsumptionCore: A Trend That’s Anything But New

 

If you spend any time on social media channels like TikTok, you may have come across this trend known as #underconsumptioncore. The younger generations, it would seem, are embracing a movement defined by frugality, minimalism, and making do with less. The hashtag is prevalent on social media, with influencers proudly sharing their old items that they're still using, their pared-back wardrobes, homemade meals, and second-hand finds as though it’s some kind of modern-day revolution. 

But to a 50-something Brit who grew up with stories from parents and grandparents of tougher times, this isn’t something new at all! It feels like we’re simply circling back to a way of life that was once second nature to those who lived through the post-war years. My grandparents would be amused at the idea of this being a "trend," because to them, it was just part of life. They didn’t have hashtags, but they certainly had "make do with what you've got" down to a fine art. Stories of how they made their own clothes or had one set of clothes for “best”. Tales of how the stew pot started off full of the meat being consumed at the beginning of the week and bulked up with more vegetables through the week as the stew became thinner....they certainly weren’t creating fridge art for social media!

A Nod to 'Make Do and Mend'

Who else remembers being told “Make Do and Mend”? It was a way of life for previous generations in the UK. It started in WWII, when resources were scarce, and rationing forced people to get creative with what little they had. I loved hearing those tales of ration books from my Nan. I never tired of hearing about those times, which is strange given they were from a time of hardship, but she never made it seem hard, the stories were recounted only with positivity it seemed. Clothes were patched up and repurposed, household items were repaired rather than replaced, and nothing was wasted. And this wasn’t just during the war—it lingered well into the 1950s and 60s as the economy recovered. You didn’t throw things away lightly because you simply couldn’t afford to. 

That same philosophy rings true with underconsumptioncore. The idea of buying less, reusing what you have, and embracing sustainability is hardly groundbreaking to anyone raised on hand-me-downs and thrifted items long before “vintage” became trendy. What younger generations now call a “lifestyle choice” was, for many, a necessity and for many it still is.

Over the years, people haven’t shopped in charity shops because it’s trendy and sustainable, they have shopped in charity shops because it has been an affordable option and for some the only option. 

Frugality Isn't a Trend, It's Survival

I think what I consider most about this movement is that it comes from a place of choice for many young people today. It's commendable and good to see a mindset shift towards reducing waste and consuming less for environmental reasons rather than huge hauls of fast fashion. Have you seen those hauls on TikTok? Some of the influencers literally have plastic bags that they can barely get two arms around filled with clothing which they then proceed to rip apart with all the often badly made garments falling to the floor. Sorry, I digress...The important thing to remember here is that underconsumption has often been a reality for people who simply don’t have much disposable income!

The current cost of living here in the UK and the sharp rise in prices for essentials like food, housing, and energy has pushed countless households to live more frugally out of sheer necessity, not because they’ve chosen to embrace the underconsumption core! When you’re juggling bills, you don’t have much choice but to cut back, reuse, and make do with what you’ve got. It’s not a lifestyle trend, it’s just survival.

In my youth, there was no Instagram to make frugality look glamorous. I don’t recall ever thinking I was going without so I would consider myself having a very fortunate working class upbringing but maybe that’s because we weren’t bombarded with all the things that you could aspire to have at any given moment of the day! We ate leftovers, had hand me down, second hand clothing and made clothes last and we still do! It wasn’t called “sustainable living” I think most people just called it “getting by”. And, treats were saved for holidays at the seaside, birthdays and Christmas!

From Necessity to Ethical Choice

The underconsumptioncore movement does have its merits. Today’s version of underconsumption is, in many ways, probably a reaction to the rampant consumerism that has been building since the 90s and 2000s? Being obsessed with “stuff” and an idea that everything could be disposable and repurchased - new clothes every season, the latest gadgets, endless accumulation. Even larger furniture items felt more disposable, with the idea of being able to buy from IKEA when you felt like a colour scheme change or if you needed to move home through it out and go and buy more when you need it. 

For the environment, it’s clearly not sustainable, and we’ve seen the consequences of our throwaway culture, from fast fashion to single-use plastics. So it’s actually encouraging to see younger people consciously shifting towards a more mindful way of living, even if it feels a little ironic that they’re embracing what older generations did out of necessity. 

But what I hope isn’t lost in all of this is the understanding that, for many, underconsumption isn’t a choice at all. It’s the only way to make ends meet. For millions of families, particularly in today’s uncertain economic climate, living with less isn’t a conscious rebellion against consumerism—it’s their only option. I’m sure if you asked them, they’d much rather have the financial stability to consume responsibly than be forced into underconsumption.

The Continuation of a Legacy

Now whether through necessity or choice, we’re seeing a re-emergence of values that were ingrained in the generations before us. It’s almost like we’ve gone full circle. The lessons my grandparents taught me about making things last, being resourceful, and living within your means are more relevant than ever in today’s world. 

So while the underconsumption core may be trending on social media, it’s really just a rebranding of something our ancestors did long before it was fashionable. It’s proof that in times of financial hardship or environmental crisis, the wisdom of the past has a way of resurfacing. For my part, I’m happy to see that these principles of thrift, care, and creativity are being passed on, albeit with a modern twist. After all, everything old becomes new again, doesn’t it?