Consumption seems to be on everyone's minds these days. The advent of the ‘underconsumption core’ trend on TikTok has sparked a debate. Some people are gleefully engaging with the trend while others are more skeptical of it. The advent of it all in the opinion of this humble opinion haver is a combination of a looming recession and the growing awareness of just how much waste we generate as individuals.
For every TikTok showing off used eyeshadow palettes and under five pairs of shoes, there is an equal, if not more, amount of videos showing off sephora hauls and over a hundred pairs of shoes. Either way, these creators take a lot of pride in their consumer habits. The latter has been popular since the early days of vlogging, with haul videos and insane closet tours. However, the idea of ‘underconsumption core’ seems to be giving a name to something that many people have always done.
While the comment sections under underconsumption core videos started off as positive they have shifted to being more cynical. Some of these criticisms are more in line with those that any idea that is viral will bring, such as certain creators just jumping on a bandwagon rather than actually living a less consumptive life. Others go deeper than that and bring up ideas of class and the ability to choose to consume less as a choice.
Similar to class conscious criticism around the minimalism trend of the 2010s, some viewers have pointed out the hypocrisy in underconsumption core content. The idea of ‘if you’re rich it’s chic, if you’re poor it’s trashy’. In addition to that, the idea that you should just buy something that ‘lasts’ can be inaccessible to those who can’t afford a larger one time purchase.
However, I would argue that similar to the minimalism trend - the biggest problem seems to be that it is a trend and those aren’t typically engaged with in a very deep way. In addition to that, they seem to be not only a response to the gross overconsumption that reached a fever pitch prior to the economic crisis we find ourselves in.
So whether it be because you are finding yourself in a place where you have to consume less or if you are just looking to engage with the idea of consumption in a more meaningful way - here are some of my thoughts on consuming mindfully. This coming from someone who’s always had to shop second hand and repurpose every sour cream container as a salsa one.
Reframing consumption:
Consumption is such an interesting idea. As human beings there is a certain amount of consumption we simply must do. If we put it in terms of Maslow’s Hierarchy of needs; everyone is operating on at least the bottom of the pyramid, our physiological needs. The level of consumption each person has access to varies as well. Some of us are struggling to keep a roof over our heads while others are trying to keep up with what new Birkin is super necessary for their collection.
When we think about consumption in terms of only needs, excluding wants, it allows us to more carefully consider the things we choose to consume. I’m not the best friend to shop with because I’m always asking, “but do you need this?” to myself and usually end up walking out empty handed. If you consume more mindfully, it will more likely be staple pieces and products that you will cherish more.
Gratitude:
If your dishes are piling up, it’s because you are eating delicious home cooked meals. If the laundry always needs to be done, then you have clean and cozy clothes to wear. If the grocery shopping needs to be done, you have the choice of what to eat. While we can’t always control our circumstances we can control how we view the situation.
Being grateful for what you already have seems harder than ever. With social media begging for our attention, it’s easier than ever to spend your entire evening comparing yourself to someone else. We are more likely to focus on lack when other peoples abundance is so plain to see. But it’s important to remind yourself to be grateful for what you have, not angry at what you don’t.
Objects and pieces that last:
It is often pointed out that objects and pieces that last cost more. The saying “it’s expensive to be poor” comes to mind. And this is true! If you don’t have the ability to even save up for a longer lasting item you have to go for the cheaper, (usually) less well made one. However, if you have the ability to shop at a more sustainable brand and choose to shop at Shein anyway - you may be the problem.
There is something about a haul that just floods your brain with dopamine. The idea of ordering lots on Amazon so it’s like a mini-self-xmas in July; opening all those boxes, generating all that waste… despite knowing that it’s wrong there is something fun about it. In comparison, shopping sensibly and sustainably is boring. You don’t own fifteen polyester sweaters, just one high quality wool one. But it’s important to do what we can with the choices we have, if we have them.
Impulse buy tool kit:
Consumption can be addicting. Confessions of a Shopaholic anyone? It is the quickest way to trick your brain into thinking you are making progress. Most hobbies are kick started with consumption, a new gadget promises to help you be more productive, or even buying all that Kale you know you won’t eat. Not only is the act of purchasing addictive but the fantasy it feeds into.
When I was quitting certain addictive habits my therapist at the time had me put together a tool kit. It was essentially a kit with activities that would keep my brain and hands busy, rather than reaching for an easier, quicker distraction. The same can be said for grabbing your credit card for some online shopping. The kit can contain anything: mine contained a water coloring kit, some savory snacks, trashy romance novels, and tea bags. Yours can contain whatever you’d like and can be a good go-to when you need to slow down and be more intentional with your actions.
Whichever of these tactics you choose to integrate into your routine, remember that you can’t shame yourself into changing. Your consumptive habits aren’t inherently bad but being more aware of them can’t hurt.