By Alliance Intern Kaitlyn Downer from Oregon State University ‘25
What if the secret to a happier, more meaningful life lies not in purchasing more, but in enjoying and appreciating what we have? In a society driven by overconsumption, could living with less actually be the key to personal wellbeing and saving the planet?
As worries about climate change grow and people realize how much damage over-shopping does to the planet, a new trend is taking over social media. Anti-consumerism, or “underconsumption core,” is all about living sustainably, keeping things simple and thinking before you buy.
Even apps like TikTok and Instagram, known for pushing new products, are now full of users encouraging others to buy less and choose eco-friendly options instead.
Can Our Consumption Contribute to Being Less Bad?
The anti-consumerism trend focuses on sustainability and making smarter choices about what we buy. Instead of grabbing things impulsively, people are encouraged to think about what they actually need and how their choices affect the environment.
This movement pushes for a shift away from fast fashion and throwaway items toward swapping, buying second-hand, upcycling and investing in high-quality products that last longer, according to PBS. This mindset helps reduce waste while challenging the pressure to keep up with trends.
Social Media as a Tool for Change
Social media, often blamed for encouraging over-consumption, has taken on a new role: spreading the message of reducing consumption and promoting sustainability. And even mainstream media, like CBS News, is talking about the rise of #UnderconsumptionCore, a trending hashtag encouraging people to shop thoughtfully and cut down on waste.
Many creators are using this trend to teach their followers about the harm caused by overbuying — like carbon emissions from mass production and the growing issue of landfill waste. They are making thrifting, borrowing, and reusing look cool, inspiring others to follow these eco-friendly habits.
On TikTok and Instagram, people from all over the world are sharing how they’re cutting back on consumption — not just to save money, but to live more sustainably. This approach is a big change from the usual “buy more, upgrade often” culture, showing the value of choosing quality over quantity. Creators show several ways that help them live a more minimalistic and sustainable lifestyle.
For example, some creators show how they make coffee at home every day rather than purchasing a coffee on their way to work. They show the same purse they’ve had for 10 years, and the three pairs of shoes they have to go along with all of their activities. They focus on the items they’ve thrifted when they need a wardrobe upgrade rather than depending on unethical clothing producers for their fashion needs.
The Environmental Impact of Overconsumption
Overbuying doesn’t just empty wallets — it takes a huge toll on the planet. According to PBS, industries like fast fashion are some of the biggest contributors to climate change. Making trendy, cheap clothing uses a ton of resources, pollutes water and creates mountains of waste in landfills.
Shein is one of many fast fashion companies that is contributing to this negative environmental impact by encouraging people to fill their online shopping carts without blinking. Sadly, Shein has succeeded in getting most young people to buy in.
I vividly remember being 19 years old when my friend told me about this super cool site where I could get a shirt for five dollars. Having grown up in Hawai’i, where everything is incredibly expensive, I was thrilled to give it a try. I purchased 5-7 items for under fifty dollars. When I tried on one of the cheap, nylon skirts, it ripped instantly. “Oh, I get it,” I thought to myself.
The Good and Potential Pitfalls of Anti-Consumerism
Underconsumption challenges the idea that we need to buy more to be happy. Creators leading this movement are pushing back against marketing that pressures people to always want the newest thing. Instead, they’re encouraging transparency and mindful choices.
But this movement isn’t perfect. Some may argue that social media itself runs on consumerism, with algorithms favoring content that promotes buying. Even within the anti-consumerism trend, there’s a risk of turning sustainability into a new status symbol, where buying eco-friendly products becomes more about appearances than real change.
A New Way of Thinking
At its core, the anti-consumerism trend is about more than just buying less — it’s about rethinking why we consume in the first place. It’s a call to focus less on material things and more on living with intention. PBS points out that this mindset shift ties into bigger concerns, like climate change, financial stability and ethical consumption.
By making small changes, like buying fewer new items or choosing second-hand, people can help build a more sustainable future. This movement shows that living simply and responsibly can lead to a more meaningful life.
Final Thoughts
The anti-consumerism trend is changing the way we think about shopping and the environment. It’s challenging fast fashion, throwaway culture and the constant pressure to upgrade. While there are challenges to navigate, the movement’s focus on sustainability offers hope for a greener future.
As people continue to share their underconsumption journeys, this trend could reshape how society values what we buy and how we treat the planet. It’s a reminder that every choice we make has the power to create a more sustainable world.