Summary: The article discusses the rise of "underconsumption-core," an anti-materialist trend gaining popularity across the West and China. This trend encourages a scaled-back lifestyle, prioritizing frugality, maximizing existing goods, and rejecting excessive consumption.
Findings:
Underconsumption-core is gaining popularity on social media platforms like TikTok and Xiaohongshu.
The trend emphasizes reusing items, minimalist routines, secondhand goods, and buying only what is needed.
It reflects a shift in consumer values among Gen Z towards conscious and simple living.
Economic volatility, environmental concerns, and influencer fatigue are driving the trend.
In China, the trend is also associated with "low desire lifestyle" and "exquisite poverty."
Despite growing cynicism towards influencers, they still hold significant sway over consumer choices.
Key Takeaway: The rise of underconsumption-core signifies a shift away from hyper-consumerism towards a more mindful and sustainable approach to consumption.
Trend: The trend is a rejection of excessive consumerism and a movement toward conscious consumption.
Consumer Motivation: Consumers are motivated by a desire for authenticity, sustainability, and financial prudence.
Driving Trend: Economic factors, environmental concerns, and social media are driving this trend.
Target Audience: The article primarily focuses on Gen Z in both Western countries and China.
Product/Service Description: The article explores a trend rather than specific products or services. It indirectly refers to various consumer goods, highlighting how the underconsumption trend affects the purchasing and usage of these items.
Consumer Age: The main focus is on Gen Z (typically individuals born between the mid-1990s and early 2010s).
Conclusions: The trend of underconsumption-core reflects a significant shift in consumer values, emphasizing mindful and sustainable consumption habits.
Implications for Brands: Brands need to adapt to this trend by focusing on sustainability, transparency, and offering products with long-term value.
Implications for Society: This trend could lead to reduced environmental impact and a shift away from the negative aspects of consumer culture.
Big Trend Implied: The big trend implied is the growing importance of conscious consumerism and the demand for brands to align with sustainable and ethical practices.
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