Underconsumption Core Trend on TikTok

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Recently there is a viral trend on TikTok about "Underconsumption Core", which spotlights frugality and living sustainably.  In this trend, instead of posting large hauls of clothing and beauty products, users are posting videos of their well-used everyday items and a downsized skincare collection.  To followers, the rise of this trend can be linked to the challenges Gen Z and millennials face today, including mounting economic pressures and environmental concerns.  I think tidywithspark.com has a good writeup on this trend of underconsumption core.

picture taken from tidywithspark

Being a millennial myself (someone born between the early 1980s to late 1990s), I was dumbfounded initially when I saw this report.  In my personal opinion, is it not common sense for an individual to use something completely till it is used up (for consumables) or till it is spoilt before buying new ones?  It is meant to be the normal way of life and I do not understand why it became a viral trend?

To take a step back to try to understand what the younger millennials and Gen Z are thinking, I went to Reddit to read up some comments by followers of the trend.  My main takeaway from what I read is due to inflation and economic prosperity in Singapore, things are getting more expensive and big ticket items are kind of getting out of reach for the young ones.  This is made worst by reports of million-dollar resale HDB flats which made it hard for young ones to afford.  As such, many turn to 'affordable luxury', which involves purchasing small items, including technology gadgets or beauty/ cosmetic products that is affordable to individuals and act as a small reward for individuals for instant gratification.  I suppose it is because of these affordable luxuries that eventually caused accumulation and stock up of items, and eventually lead to the current TikTok trend of underconsumption core, which, based on our lingo, is just delayed gratification.

Delaying gratification in today's fast-paced world can be challenging but is still achievable with some intentional practices:

1)     Set Clear Goals with a Plan

Define what you want to achieve in the long term.  Having clear, specific goals helps you stay focused on the bigger picture rather than immediate desires.  What is important is to split your goal into small intermediate stepwise goals which is more easily attainable and less overwhelming.  For instance, instead of setting the goal as saving SGD 250K for down-payment of a house, it can be split into smaller goals like aiming for SGD 50K per year.  In the event that one is able to save more than SGD 50K at the end of the year, that will serve as a form of motivation to help the individual to strive harder to work towards the final goal, which may eventually expedite the process as well.

2)     Practice Mindfulness and Patience

Be aware of your impulses and urges.  Mindfulness techniques, such as deep breathing or meditation, can help you pause and make more conscious decisions.  Recognize that good things often take time.  Cultivate patience by practicing waiting for things you want rather than giving in to instant gratification.  A good way is to give yourself a five day 'cool-down period' before you decide to buy an item you just saw and fell in love with.  If five days later the urge to buy dies down, then probably you do not really need it that much and it can be foregone.

3)     Reward Progress

Celebrate milestones along the way to your goals.  These rewards can provide motivation and reinforce the benefits of delayed gratification.  Of course, extreme measures to save and not spend on anything may prove to be too torturous for some.  Financial management is a journey, and it is good to have some perks along the way.  No matter what, it is meaningless to try to secure financial freedom in the shortest time possible while at the same time life becomes painful with all the limits and constraints set along the way.  Some perks will definitely make things more enjoyable.

4)     Focus on Long-Term Benefits

Remind yourself of the benefits of delaying gratification, such as achieving financial stability, better health, or personal growth.  

By integrating these strategies into your daily life, you can gradually strengthen your ability to delay gratification and achieve your long-term goals more effectively.  May you enjoy your long term path to financial independence.  Barista FIRE, here I come...!

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