The festive season, epitomized by the act of gift-giving through practices like Secret Santa, stockings, and presents under the tree, has traditionally emphasized excess. However, an emerging sentiment this year challenges this festive norm. A growing number of individuals, particularly the younger generation, are exploring the concept of “underconsumption” — a trend that encourages buying less and reusing cherished items over engaging in shopping hauls. This alteration in consumer behavior has gained significant traction on platforms like TikTok, where mentions of underconsumption in the UK surged by approximately 40,000% earlier this year.
Experts highlight that this movement resonates deeply with younger consumers who feel the weight of the cost-of-living crisis and environmental concerns, prompting them to seek sustainable lifestyles. The question arises: can this ethos coexist with a season renowned for extravagant spending and opulence?
Underconsumption advocates for the idea of limiting unnecessary purchases and maximizing the use of existing possessions. Author Andrea Cheong, known for her work, articulates that this behavior, though seemingly novel in the social media landscape, reflects a normalization of practices that might have been ingrained in many individuals from childhood. Cheong points out that platforms like TikTok, often characterized by glamorized lifestyles and marketing strategies, inadvertently highlight the stark contrast posed by the underconsumption movement, suggesting that it is more of a conscious habit rather than a fleeting trend.
While Christmas is typically linked with lavish marketing campaigns and social media displays of abundance, the underconsumption mindset presents challenges. Darwin Arnold, a retail worker from Brighton, expresses her opposition to receiving gifts this Christmas, underscoring the difficulty of communicating this stance to family members, such as her grandmother, who associates gift-giving with love and familial connection. She suggests that having open conversations with loved ones and proposing experiential gifts can alleviate the pressure of traditional gift-giving.
Similarly, influencer Charlie Gill from Manchester has dedicated her social media presence to sustainability and has shifted her focus to the Christmas period. She shares practical steps for an eco-friendlier holiday, encouraging mindful eating, particularly regarding food waste, as well as creative alternatives for decorations, such as crafting ornaments from recycled materials. Although her unconventional approach has drawn criticism, Gill remains resolute in her belief that a less wasteful celebration can still exude warmth and joy.
From a historical perspective, the underconsumption trend isn’t a novel notion. Prof. Caroline Moraes of the University of Birmingham emphasizes that this movement is reminiscent of other historical phenomena promoting anti-consumerist values and voluntary simplicity. Current societal concerns about environmental sustainability, along with the rising costs of living, have rekindled this philosophy. The recent controversies surrounding child labor in fashion supply chains and environmental degradation associated with consumerism further amplify the urgency of embracing underconsumption.
As the holiday season approaches, some ponder the sustainability of their shopping habits against the overarching expectation to indulge. Prof. Moraes asserts that questioning consumer excess during this season is vital, given the high costs associated with festive goods, illustrating an ongoing conflict between consumer culture and emerging sustainability practices.
In summary, while the holiday spirit often revolves around abundance, the trend of underconsumption challenges this idea by promoting a more reflective, intentional approach to consumption. This shift, driven by both economic factors and heightened awareness of sustainability, reflects a broader desire to balance festive celebration with responsible consumer behavior. The hope among those advocating for this lifestyle is that it inspires meaningful changes in how society approaches consumption, paving the way for a more sustainable future.
