'Underconsumption core' is in — and not a moment too soon, I say

Recently I posed this question to my teenage daughter: Aren't we tired of influencers?

"No," she said.

But despite my daughter's opinion — she's 16 — I know I'm not the only one fed up with the barrage of things I'm told to buy on social media. Which is why the rise of "underconsumptioncore" came as a welcome shift away from influencer culture — and made me finally feel seen.

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Years ago, I made a commitment to live with less. But adhering to a standard more in line with minimalism than overconsumption is a vow I've had to renew yearly, monthly, daily.

Let's just say it's a struggle. Instagram doesn't help.

Increasingly, I have found the incessant shilling of everything from protein shakes to private vacation villas exhausting. Not to mention how this steady stream of influencer marketing is often at odds with my own lifestyle aspirations (and budget).

Pro tips: I have a screen time limit set for Instagram, keep sponsored posts "snoozed" and regularly "report" ads that feel intrusive. Also, I follow "the 48-hour rule," which requires waiting at least two days before making any discretionary purchase, through social media or otherwise.

Although most Americans say they are living paycheck to paycheck, consumers routinely spend more than they can afford on impulse purchases, many studies show — particularly those advertised on sites such as TikTok, Instagram and Facebook.

"We are bombarded with shopping opportunities," said Casey Lewis, a social media trend expert and founder of trend newsletter After School. "Now it's sort of an arms race for consumer dollars."

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