The "underconsumption core" trend has emerged as a powerful counternarrative to traditional holiday consumer culture, challenging generations of festive excess. Originating on TikTok, this movement encourages users to reject constant purchasing and instead focus on mindful consumption. Searches for "underconsumption core" have skyrocketed by over 4,250% in the past year, signaling a significant shift in consumer behavior. GenZ creators are leading this transformation, promoting a minimalist lifestyle that prioritizes quality over quantity and challenges the pervasive marketing narratives that dominate social media platforms.

Financial pressures and environmental consciousness are driving this trend's popularity. Influencers like Kara Perez highlight the burnout from constant consumer pressure, noting how social media algorithms push users towards excessive purchasing. The trend manifests through practical demonstrations: users showcase single pairs of sneakers, minimal makeup collections, and long-used household items. Marketing analyst Tariro Makoni suggests this movement reflects a serious economic disparity, with youth facing significant financial challenges despite apparent economic prosperity. Ashley Ross from Bank of America views underconsumption as a strategy for financial management and environmental sustainability.

Critics argue that the trend merely repackages frugal living as a novel concept, with many practices being routine for individuals with limited financial resources. Dominique, a TikTok creator, emphasizes that the trend challenges the narrative that constant spending is necessary for enjoyment. The movement extends beyond individual choices, representing a broader cultural pushback against overconsumption. Dr. Jimil Ataman warns of the paradox inherent in discussing underconsumption on platforms designed to encourage spending, noting that social media's revenue model fundamentally conflicts with the trend's principles.

During the festive season, underconsumption becomes particularly significant, offering an alternative to traditional holiday spending patterns. Andrea Cheong from BBC Newsbeat describes it as highlighting behaviors typically associated with budget management, now presented as a revolutionary concept. The trend encourages consumers to maximize existing possessions, repair items instead of replacing them, and make intentional purchases. While some financial experts caution against extreme frugality that might diminish life's enjoyment, the movement represents a critical examination of consumer habits. As the holiday season approaches, underconsumption offers a refreshing perspective on gift-giving, consumption, and personal value beyond material possessions.