A new viral trend is going around on social media, and it might just be the most sustainable one yet. Dubbed “underconsumption core,” this trend features short videos of people showcasing items that have been repaired multiple times and are still cherished or practical everyday objects repurposed for new uses, like glass jam jars transformed into coffee cups.
The trend emerges as a direct response to the overwhelming influence of the so-called “influencer era,” where users are constantly bombarded with videos promoting the latest must-have items to achieve the “clean girl aesthetic” or countless other fleeting trends. Another notable example of the backlash against this consumerism was the “de-influencing” trend, where content creators shared reasons not to purchase certain trending products merely because they were popular.
These emerging trends signify a broader cultural shift away from the heavily commercialized influencer culture that has dominated social media for years. Influencers no longer wield the same power they once did, as people increasingly recognize the pitfalls of mindlessly following every trend.
The Rise and Fall of Influencer Trends
It might surprise you, but influencers have existed long before the advent of modern technology and social media. In the 20th century, Coco Chanel was one of the earliest fashion influencers, but the roots of influencer marketing stretch back even further. According to Forbes, the concept dates back to ancient Rome when gladiators endorsed products. While the term “influencer” was unknown then, the idea of using prominent figures to sway public opinion is far from new.
Today, with social media being accessible to everyone, becoming an influencer is easier than ever. The explosion of social media platforms has catapulted influencer marketing to new heights. Influencers, with their relatable personalities and aspirational lifestyles, have become trusted figures for many consumers. Recognizing their impact, brands quickly partnered with influencers to target audiences more effectively, leading to a surge in sponsored posts, affiliate marketing, and brand collaborations.
The Dark Side of Influencer Culture
While influencer culture has revolutionized marketing and offered unprecedented opportunities for personal branding, it has also caused several significant problems.
Overconsumption
At the heart of the issue is how influencers promote a constant stream of new trends and must-have items. This creates a sense of urgency and fear of missing out (FOMO) among their followers, compelling them to purchase products to stay current and emulate the lifestyles of those they admire. This cycle of consumption leads to frequent shopping sprees where people buy items that are most likely quickly discarded or replaced, exacerbating waste and environmental degradation.
Environmental Impact
The environmental consequences of this overconsumption are profound. The fashion industry, heavily promoted by influencers, is a prime example. Fast fashion brands, often endorsed by influencers for their affordability and trendiness, produce clothing rapidly and inexpensively, leading to enormous waste and pollution. The constant demand for new clothes results in the overproduction of garments, many of which end up in landfills after only a few wears. The production processes of these items typically involve significant water use, chemical dyes, and non-renewable resources, further straining the planet’s ecosystems.
Financial Strain
Beyond environmental issues, the influencer-driven culture of consumption also has financial implications for consumers. The pressure to keep up with the latest trends can lead to impulsive spending and debt. Many followers, especially younger ones, may not have the financial literacy to manage their spending wisely, resulting in financial strain and stress.
Unrealistic Standards and Mental Health
Influencer culture often promotes unrealistic standards of beauty, success, and lifestyle, which can have detrimental effects on mental health. Constantly being exposed to idealized images and lives can lead to feelings of inadequacy, anxiety, and low self-esteem among followers who compare themselves unfavorably to influencers. This can perpetuate a cycle of buying products in an attempt to achieve these unattainable standards, further driving overconsumption.
Loss of Interest
However, the initial appeal of influencer marketing has begun to wane. Several factors contribute to this decline.
Oversaturation
The sheer volume of influencers and sponsored content has led to oversaturation. Social media feeds are often flooded with ads and promotions, making it difficult for genuine content to stand out. Consumers have grown weary of the constant barrage of sales pitches and product endorsements, leading to a sense of fatigue.
Lack of Trust
As influencer marketing became much more commercialized, influencers began promoting product they don’t believe and do not use on a day-to-day basis. This caused their audience to lose trust.
Quality Concerns
The promotion of low-quality, mass-produced items has also contributed to the decline of influencer marketing. Consumers have become more discerning, seeking products that offer real value and sustainability. Influencers who promote a high volume of products often come across as insincere, diminishing their influence.
Final word
As more individuals embrace “underconsumption core,” they are not only promoting sustainability but also championing a more mindful approach to consumption. This trend encourages people to value longevity and practicality over constant novelty, fostering a culture prioritizing repair, reuse, and thoughtful purchasing decisions. Doing so challenges the consumerist mindset and highlights the importance of making sustainable choices in everyday life.
Sources
All pictures link to their source, and all credits go to the rightful owners.
You can find the header picture here.
Image Credit: Emma Rahmani via Canva
