One of the trends that took the internet and news by storm in 2024 was the underconsumption core. It was a new form of the popular de-influencing trend where people became tired of seeing the excess of hauls and PR products that influencers promoted. Hence, they decided to show what they thought of as “normal” consumption and how it had become “under-consuming” in today’s age. In 2025, this continued ahead with the popular Buy Nothing movement and de-including remains popular in 2026. This is despite trends like the Starbucks bear mug. Personalising your outfits and creating your own style using upcycled materials is also gaining popularity.
These movements are born out of a frustration with excess and the coming awareness about sustainability. It is also because of changing financial realities for many. After all, creator Gittmarie Johanson regularly shows that sustainable maximalism is a thing. This is a way of living that adds value to her life without adding burden to the planet.
While the underconsumption trend was West-centric, and found criticism such as extreme under consumption that often became borderline- if not outright-unhealthy. Others critiqued how some were using it to glamorise poverty while still looking down on those with less means. Another critique was how this positioning of normal lives as under-consuming was normalising a culture of excess.
There was also the outrage at those who, to be part of their trend, were throwing away perfectly usable items as this went against one of the ethos of the trend. This ethos was to be less wasteful and consume less unnecessary items to help the environment. Shelbizlee or Shelby Orome of the eco-minimalism philosophy was one of the influencers participating by showing how she reused and repurposed items, alongside repairing things, and also thrifting.
In India, while the term “under-consumption core” was not used much, sustainable living and reuse reignited. Alia Bhatt, for one, was seen re-wearing her mehndi lehenga. Yet, for celebrities ,this wasn’t new per say, as many had been seen wearing heritage pieces and upcycled fashion before, notable among them being Jhanvi Kapoor and Sonam Kapoor.
Yet, no one talked about one major benefit of the underconsumption core trend over movements like the zero-waste movement. Kathryn Kellogg touched on the issue when she showed her “over-consumption” despite being an advocate of a sustainable life. It was items like books that she read to death, and cloth towels which were used to clean as opposed to disposable wipes.
Essentially what is underconsumption to one might not be to another. This depends on various factors such as usability of the item, interests, geographical area and culture, finances and more. A creator also commented recently on how such underconsumption trends and critiques of overconsumption, despite being valid, often target women’s shopping without recognising the labour that goes into it or how romanticising life helps us cope. Yet another creator commented how commodity feminism is keeping us compliant in capitalistic systems that exploited marginalized women to sell us the IT girl life. The first creator also highlighted how men’s interests are seen as collections and hobbies while women’s are seen as excessive shopping, despite the labour that goes into the act.
Such conversations aren’t new. In the early 2000s, we saw a version of this with the popular film “Confessions of a Shopaholic,” but that too had the Green Scarf which she was loath to part with for its emotional value.
So, what is the difference between 2024’s Underconsumption Core and the 2000s Zero-Waste Movement?
With its famous trash jar, the Zero-waste movement preached hypervigilance and perfectionism. Reduction of waste, not as far as possible but almost absolute, without considering the needs or values and resources of an individual. A core need for mental well-being, alongside adaptability, is finding space for joy. And while joy does not need to come from consumption, that is a way many today find happiness, despite the need to move away from it.
We need Indian creators like Sonika Bashin who show how it is possible to live without a dustbin for half a decade and counting. Yet we at least should acknowledge it is a journey, and perhaps not one everyone is equally equipped to take at the same level all the time. Even if the reasons are as simple as your family isn’t yet fully on board with low-waste living, or you don’t have a nearby bulk store or package-free store. The key is to consume sustainably as far as one can realistically, and reduce or eliminate the consumption of items that add nothing to our lives. Recycling, while good, isn’t a true solution after all, as the infrastructure isn’t available everywhere and even where it is, the process itself takes energy.
The sheer diversity in underconsumption-core shows that it looks different for everyone. Those on social media are rushing to show what they have in excess of or what they have the bare minimum of. Yet, the idea of balance seems not to have a place beyond niche creators like Gittmarie Johanson, who, despite being against retail therapy, also acknowledged in her 2025 Buy Nothing video that she doesn’t want guilt from absolute ultimatums. After all, we all need to get some items. For instance, if you are from a culture which expects you to wear new clothes for every celebration due to religious reasons, it becomes increasingly difficult to stick to the 5 clothes purchases a year that’s recommended for the 1.5 degrees lifestyle. Not impossible, but not doable for many.
And this balance, between our needs and those of people and planet, is what’s sustainable. For our well-being and for the planet.
A Parting Note
Perhaps we do not need trends that show us just one side of life, regardless of how short the time reels give us to talk about nuances. No, we need holistic pictures. We need repair, repurposing, recycling, buying second-hand, and repairing factory discards. Alongside, we need to buy slow fashion when necessary, reusing our old fast-fashion clothes. Plus, simply adapting our sustainable actions to our values, resources, and needs is important. This must be done while helping our cultures and social systems adapt to eco-friendly living.
Maybe we can try this new trend and name it “Value-Core?” For people and the planet, though, as many point out, the planet will survive somehow. No, it is human society as we have shaped it that’ll suffer if human-caused climate change crosses enough planetary boundaries, the first of which is possibly crossed. Yet, radical optimism and working with our communities and leaders to form less emitting and more regenerative systems remains the way forward. Stay tuned to NB News for more climate ideas and everyday global and Indian news.
