BRANDS NEED TO TRANSFORM THEIR BRAND IDENTITY INTOA SOCIAL MEDIA DNA TO SUCCEED AND GROW.
In a surprising twist on TikTok, known for its endless shopping hauls and product showcases, a new trend has emerged that's gaining traction among Gen Z: the Underconsumption Core. This trend, amassing over 9,000 posts in just 120 days, advocates for extending the lifespan of products and fostering a culture of mindful consumption.
Underconsumption Core is a reaction to the #TikTokMadeMeBuyIt culture. It promotes durability and reusability over purchasing new items—a response to both the rising awareness of environmental issues and the economic constraints of inflation. TikTok creators are driving this message by showcasing ways to repair clothes or repurpose packaging, turning the act of not buying into a lifestyle choice with its own aesthetic and appeal.
Despite its popularity, some users are skeptical, questioning whether this represents a new movement or just a romanticized version of existing frugal lifestyles. Comments on TikTok reflect this debate, with some viewing the trend as simply normalizing their everyday practices.
Brands are now challenged to adapt to this shift in consumer behavior.
Educational Content on Producth Longevity: For instance, the Stanley Cup gained popularity from a TikTok video demonstrating how to clean and maintain the cup, enhancing its longevity and demonstrating brand support for sustainable practices.
Community Engagement Through Services: Brands like Axel Arigato offer monthly shoe cleaning events in their stores, transforming product care into a community-building activity, thus fostering a deeper connection with consumers.
Promoting User-Generated Content (UGC): Encouraging customers to share their own sustainable practices helps build community trust and positions brands as sustainability leaders. A notable example is a user showing how to wash a North Face jacket, which sparked widespread community engagement and brand interaction.
By aligning with Gen Z's values of sustainability and responsible consumption, brands can meaningfully engage with this demographic, turning the challenge of reduced consumption into an opportunity for brand loyalty and leadership in sustainability.
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