‘Underconsumption core’ trend on TikTok: A shift toward mindful spending

IN RECENT years, TikTok has become a hotbed for trends that capture the attention of millions. From grocery hauls to makeup hauls, and even Shein hauls, users have been showcasing their latest purchases in flashy, eye-catching videos. Despite the South African rand not stretching as far as it used to, people continue to find money to spend on these trends. While TikTok trends can sometimes be questionable, some, like the bottle-saving method and envelope method, offer valuable insights. However, a new trend is emerging on TikTok that challenges this norm: “underconsumption core”….