Underconsumption Core: The TikTok Counter-Trend You Need to Know About

The top hashtags related to underconsumption core included challenges such as #nobuychallenge and #projectpan.

Underconsumption, also known as “deinfluencing”, encourages audiences to break free from the endless cycle of purchasing and accumulating. Instead, it advocates for finishing products, repurposing items, and reducing waste. This trend aligns with broader societal shifts, including climate awareness and the cost of living crisis.

From a social listening standpoint, TikTok is a particularly strong platform for understanding Gen Z and Millennial consumer behaviour—so it makes sense that it is driving this trend. Many viral TikTok challenges have emerged as part of the movement, such as #projectpan, which encourages users to completely finish a makeup product (hitting the pan at the bottom) before buying something new.

(See below: the top hashtags related to "underconsumption" and "deinfluencing.")

Underconsumption garners three times the engagement of posts mentioning #TikTokMadeMeBuyIt on TikTok.

Over the past 30 days, TikTok has seen over 4,200 posts mentioning the underconsumption trend. This may seem small when compared to the over 70,000 posts tagged with #TikTokMadeMeBuyIt. However, when we compare the engagement rates for both topics, an interesting pattern emerges. The average post related to underconsumption core receives 633 likes, nearly three times more than the 238 likes per post for #TikTokMadeMeBuyIt. This highlights the growing frustration among consumers with unattainable lifestyle content, and their desire for something more relatable and grounded.

#Deinfluencing is being pushed by some of the platforms most influential creators.

These influencers are advocating for a shift in how we consume and think about products. They are using their platforms to challenge the culture of excess, promoting sustainable living, mindful purchases, and minimalist lifestyles. By focusing on topics like reducing waste, repurposing items, and embracing what we already own, these creators are resonating with audiences looking for a more grounded approach to consumption.

The content creators leading the charge.

Looking to influencer marketing strategy, brands have an opportunity to tap into the underconsumption trend in a more authentic and sustainable way. By partnering with these creators, businesses can align themselves with the growing demand for mindful consumption and demonstrate their commitment to sustainability.

LinkedIn: Which Companies are Talking About Underconsumption?

While TikTok is driving the conversation around underconsumption core, brands are also starting to take notice—particularly on LinkedIn, where companies are using the trend to showcase their commitment to sustainability and mindful consumption.

Several forward-thinking brands have already begun engaging with the topic, whether by discussing sustainable business practices, sharing insights on consumer shifts, or aligning their messaging with the movement’s core values. These early adopters are positioning themselves as leaders in the shift towards more conscious consumption, tapping into the growing demand for transparency and sustainability in business.

For businesses looking to stay ahead of industry shifts, tracking conversations on LinkedIn and TikTok is essential. With Visibrain, brands and agencies can easily monitor which companies are engaging with emerging trends, how competitors are positioning themselves, and what topics are resonating with their target audiences.