From flex to frugal: Gen Z rejects hyper-consumption

Among the product-laden “morning shed” videos and Stanley Cup hauls, you’ll find a new internet trend going viral across the West. This isn’t your typical consumption-driven craze. Rather than peddling a product, lifestyle or aesthetic, it does the opposite. “Underconsumption-core” is doing the rounds online as content creators romanticize scaled-back lifestyles. Rooted in frugality and maximizing the utility of existing goods, the trend counters the flex culture of mass consumption. On TikTok, there are over 47.1 million posts (at the time of writing) dedicated to “underconsumption-core.” Clips show individuals reusing glass jars, following minimal skincare routines, using makeup until it hits the pan, owning secondhand furniture, and wearing the same pair of sneakers daily. China hops on This anti-materialist philosophy has spread to China. On social media Xiaohongshu, hashtags such as #minimalismlife (#极简生活) and #lowdesirelife – which draw comparisons to “underconsumption-core” – are racking up tens of millions of views as consumers move towards more conscious and simple living. Like on TikTok, these videos often show creators sharing hacks on how to save money, repurposing existing products, and buying only what they need. “The rise of ‘underconsumption-core’ and ‘low desire lifestyle’ trends among China’s Gen Z reflects a shift in consumer values,” Olivia Plotnick, China social media expert and founder of Wai Social tells Jing Daily. “This generation is redefining success and fulfillment, moving away from conspicuous consumption towards more mindful and experiential living.” It’s no coincidence that conscious consumerism discourse is gaining traction online. The movement arrives amid a maelstrom of economic volatility, geopolitical tensions, and mounting environmental concerns worldwide. A recent slump in discretionary spending, plus rising unemployment rates among the country’s youth, is also accelerating the trend in China. According to the Wall Street Journal, Gen Z unemployment figures climbed to a record high of 21.3% in 2023. In June this year, they stood at 13.2%. “We’re witnessing a convergence of factors driving this change,” adds Plotnick, pointing to Chinese consumers’ growing awareness of environmental issues and preference for niche products over flashy logos. Amid the country's socio-economic turmoil, these culturally-aware netizens are pioneering new lifestyle trends, including “lying flat,” “let it rot,” “exquisite poverty,” and “low-desire lifestyle.” Waning power Influencer fatigue is also playing a part in the trend’s proliferation. “Is anyone over the era of influencers recently?” TikTok user Meghan Pexton asked her followers in a video which received over 200,000 views. In a study conducted by Gen Z intelligence company YPulse, 45% of participants between the ages of 13 and 22 say influencers no longer yield the same power that they used to. However, a recent case report from the Business of Fashion found that influencers still generate major buzz for brands, despite consumers becoming increasingly cynical. Underconsumption-core’s ascent coincides with the rise of “deinfluencers” worldwide. This new wave of anti-influencers has gained online notoriety through debunking fads, suggesting cheaper alternatives, and discouraging unnecessary purchases. That said, the social platforms stoking the deinfluencing and underconsumption trends are the same apps that disseminate content promoting materialism. TikTok, for example, promotes spending via its Shop feature and rewards influencers through affiliate links. Likewise in China, where Douyin’s livestream tool and Xiaohongshu’s e-commerce functionalities have emerged as primary shopping vehicles for netizens. As a growing cohort of Gen Z consumers across China and the West rejects hyper-consumerism, Plotnick believes that this pivot away from the internet’s relentless trend cycle suggests a desire for more authentic and attainable habits. “This shift isn’t about rejecting consumption entirely, but rather about consuming more consciously,” Plotnick adds. “It's a move towards rational spending, where purchases are evaluated based on their long-term value and alignment with personal values.”

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From flex to frugal: Gen Z rejects hyper-consumption