In an industry driven by constant newness, we are experiencing an emerging counter-movement of under consumerism. This shift challenges the world’s unsustainable production and consumption of fast fashion. But is under consumerism merely a passing consumer trend, or does it represent the future reality of fashion? This article delves into the forces behind under consumerism and explores its potential to redefine the future of fashion.
What Influences Under-Consumerism?
Under-consumerism is a consumer behaviour pattern characterised by a deliberate choice to consume less, prioritise sustainability, ethical consumption, and personal well-being over the accumulation of goods. There is several factors that contribute to the rise of under-consumerism, with the most pressing drivers being the following:
Environmental Guilt: Increasing awareness of climate change and the hidden costs of overconsumption are driving consumers to reduce their carbon footprints by buying less.
The Cost of Living Crisis: Economic uncertainties and a focus on financial security have led some consumers to prioritise saving over spending. According to Deloitte (2023), consumer behaviours affected by the cost of living crisis include “buying more second-hand items, paying more for longer-lasting products, repairing more, and using the car less.”
Circular Economy Platforms: The rise of digital platforms, such as Depop and Vinted, have allowed consumers to significantly change their spending habits. According to Deloitte Report, last year 34% of consumers were buying more second-hand products and 39% were reselling more of their unwanted possessions.
The Minimalist Effect: Following the impact of COVID-19, the rise of minimalism movements has shed light on a more holistic way of living with fewer possessions, focusing on what truly adds value to one’s life.
‘Underconsumption Core’ a TikTok Trend or Real Life?
Over the last weeks, ‘Underconsumption Core’, also known for ‘normal or meaningful consumption’, took over social media, encouraging users to embrace an attitude of mindfulness and proudly reuse everyday items and clothes that have been owned for years.
The deeper meaning of ‘core underconsumption’ goes beyond the cost of products and its’ environmental impact, it’s about encouraging others to up-cycle, reduce waste, and extent the life of existing items. It also emphasises the ‘quality over quantity’ approach and speaks to a wider cultural shift, with people looking for ways out of mass consumerism.
“People are starting to realise that consumerism can make us feel lonely because it pushes us to seek fulfilment and happiness in material possessions, rather than meaningful relationships,”
Sabrina Pare (Content Creator) for The Guardian, 2024
How will this movement affect the long-term industry?
While it's difficult to predict the exact trajectory of under-consumerism, its growing influence presents a potential shift in the wider market. As consumers increasingly prioritise sustainability, quality, and ethical considerations, brands may be forced to adapt or risk their growth and profitability.
This movement can certainly lead to a future where fashion is less about mass production and rapid turnover, and more about quality, durability, and responsibility. However, it all depends on how brands and businesses navigate this shift and consumer’s commitment to mindful consumption. Read more about under consumerism’s impact on businesses and how they should navigate the shift here.
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