Underconsumption core: How the minimalism trend is challenging the culture of toxic consumerism
By Omar H. Fares, Lecturer in the Ted Rogers School of Retail Management, Toronto Metropolitan University; and Seung Hwan (Mark) Lee, Professor and Associate Dean of Engagement & Inclusion, Ted Rogers School of Management, Toronto Metropolitan University A new TikTok trend called “underconsumption core” is gaining traction online. This trend champions minimalism and frugality, and encourages people to maximize the utility of their purchases and buy only what they truly need, challenging the culture of consumerism. Instead of showcasing large hauls of clothing, makeup or over-flowing fridge shelves, users are posting videos showing thrift store purchases, modest wardrobes and...
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