Cover Evevrything you need to know about overconsumption core, and how it’s being challenged on TikTok (Photo: Getty Images)
Evevrything you need to know about overconsumption core, and how it’s being challenged on TikTok (Photo: Getty Images)
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No, you don’t need 10 different water bottles and 15 ice trays to feel fulfilled—here’s how overconsumption is taking over our feed and our lives
If you find yourself with a constant urge to get the latest products that you see on social media, you might be a victim of overconsumption. But, you’re not alone. After all, with various influencers telling us what we have and should be purchasing, it’s easy to get caught in this cycle.
This trend, also known as overconsumption core on platforms like TikTok and Instagram, refers to the excessive purchasing of items, often driven by social media influencers and a culture of consumerism. The introduction of TikTok Shop and Instagram Shopping has also led to an increase in consumers making impulsive monetary purchases.
Below, we look into the overconsumption trend, its impact and how it’s being challenged.
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What is overconsumption?
This social media phenomenon is characterised by the display of excessive product hauls, beauty collections and lifestyle items that promote a narrative that material possessions equate to happiness and success. Online, we see creators flaunting their latest purchases, encouraging viewers to emulate a similar behaviour.
Social media has turned almost everything into an opportunity for consumerism, with influencers constantly touting the next best thing. From new make-up collections to the latest tech gadgets, this puts pressure on consumers to constantly want the latest products. The hashtag #TikTokMadeMeBuyIt further highlights how social media can drive this impulsive behaviour.
The idea of overconsumption has become ingrained in modern consumer culture, where owning more is often seen as a status symbol—this is particularly prevalent among the younger generation who are regularly exposed to images of lavish lifestyles, leading to a fear of missing out (FOMO).
On top of unnecessary and excessive spending, overconsumption has also led to significant waste and environmental impact due to the mass production and disposal of goods.
A study by professor Gabriella Wulff titled The Challenge of Overproduction and Overconsumption highlights that our current lifestyles are “threatening planetary boundaries”. Environmental organisation Friends of the Earth UK further emphasises that overconsumption “worsens climate breakdown and increases air pollution. It exhausts the planet’s life support systems like the ones that provide us with fresh water, and leaves us short of materials critical to our health and quality of life”.
The rising competitor
In response to these environmental and economic issues, a counter-movement known as underconsumption has emerged. Fighting against this excessive way of life is underconsumption core, where “normal people”, also known as deinfluencers, are advocating for more mindful consumption practices, encouraging others to resist buying every trending item.
Underconsumption core isn’t a new trend per se. In fact, it aligns with the “Marie Kondo effect”. Named after the Japanese professional organising consultant who advocates for only keeping possessions that spark joy, this movement has sparked a growing interest in intentional consumption and mindful purchases.
The backlash of overconsumption highlights growing awareness among young consumers about the importance of responsible consumption habits. It also signifies a shift towards redefining societal standards by promoting minimalism over consumerism.
Amanda Goh was the former senior writer for Tatler Singapore.
