Rise of 'Underconsumption Core' Trend: Challenging Consumer Culture

A new trend, 'underconsumption core,' is causing a stir, as Gen Z and millennials reject influencer-driven overconsumption. This movement showcases simple possessions like thrifted clothing and hand-me-down utensils, posing a threat to retailers relying on materialism.

With 72% of Gen Z buying fast fashion, this trend challenges environmental impacts, such as tons of used clothing in landfills. The trend's emergence ahead of Amazon Prime Day raises concerns for top influencers, signaling a shift towards sustainable consumption possibly driven by social media motives.