Underconsumption-Core and the Rise of a Curated Lifestyle
The end of the haul era.
The last weeks of 2024 brought with them a huge takeover of the underconsumption era on TikTok. A stark contrast to the over-consumerism culture the platform has perpetuated for years, this new movement signals a shift in how younger consumers approach shopping, aesthetics, and self-expression. Call it "underconsumption-core," a trend that prioritizes m…
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