Top image: Isaiah Chua / RICE file photo
‘Underconsumption core’ is trending on TikTok—it’s now cool to buy only what you need and not throw it away before it’s broken.
People are getting increasingly tired of influencers telling them that “this is your sign” to spend more money on the newest Owala bottle, or to “run, don’t walk” to the flashiest new pop-up shop.
Singapore is no stranger to consumerism. Our Singaporean Dream of the 5Cs revolves around material goods, after all. And while spending money might be good for the economy, concerns about the cost of living and the amount of waste we’re generating are giving people reason for pause.
RICE readers who are grappling with this share their thoughts on balancing spending, saving, and sustainability.
“I have my pyjama shirts, which are old school shirts or free shirts that I wear to bed. They may have some holes, but they’re so comfortable from being worn in that I don’t want to get rid of them.
I don’t spend much on things other than regular expenses like food and transport. I only buy new things when they break, but definitely not as frequently as every month.
I think consumerism and hyperconsumption have gotten completely out of hand on social media, especially the influencers who have shelves of skincare (that will inevitably expire before being used up), not to mention the ‘restock’ influencers who are selling an unattainable lifestyle for commission on affiliate links. I don’t think what we see on social media is realistic, and I think under-consumption is an expected response to the insanity.”
— Janna, 25
“My bicycle, which I use for commuting to work, has been with me for 15 years. I keep it in good shape, servicing it twice a year.
I buy clothes every two or three years although I tend to buy in bulk when I fancy a particular style. I now limit my purchases to only what’s necessary. I don’t use the aircon, I walk whenever I can, I rarely eat at restaurants, I don’t buy luxury brands, and I reuse or recycle.
Consumerism is overrated. A lot of people fall into the trap of keeping up appearances both on social media and in real life. The truth is, nobody really cares what you eat, buy, or wear. If the objective is to cause envy, it’s an expensive and silly way to do so.
I think ‘underconsumption core’ is a good way to get people to start thinking about the repercussions of their lifestyle choices and purchase patterns. I hope it’s not just a fad.”
— Alison, 55
“Is it bad that I can’t think of anything? I think most of my stuff is from the past few years. I think it’s because I’m not really sentimental about objects, so if they don’t work anymore, I have no reason to keep them.
I don’t just throw them away, though. If I have clothes that are fine but just aren’t my style anymore, I try to give them to my younger siblings or friends or donate them to thrift stores. And if they’re really unwearable, I use them as rags for cleaning.
I’ll admit I do get caught up in trends sometimes, and I can’t deny the appeal of a shiny new thing. But I don’t buy something new every month like some influencers; I buy something maybe every six months to a year.
I’ve been trying to be more conscious recently about why I buy things, and the ‘underconsumption core’ trend has probably been part of that. I don’t think I’ll ever go zero-waste like some extremely environmentally conscious people who even repurpose their kitchen scraps. And I don’t think it’s really productive to beat myself up about every little thing, either. After all, the biggest polluters are megacorporations. I’m just trying to take baby steps.”
— Shannon, 18
“I have this wallet that a friend bought for me when I was 16. It’s starting to fall apart, so I replaced it last year on my birthday. But it lasted me a good seven years, and I kept it because it’s in good shape, just a little worn out. It’s now become my travel wallet.
I’ve had the same haversack that I carry all the time. I bought it after I finished my O levels to treat myself, and it’s been with me ever since.
I really try not to be wasteful when I buy things. It helps that I have a tight budget so anything I do buy, I use it until it falls apart. I also try to buy things second-hand and most of my clothes are from thrift shops.
I think it’s kinda funny because ‘underconsumption core’ is really normal consumption. Using things until they’re completely done should be the norm, but for some reason (capitalism), it’s become an unusual practice. I’m kinda glad that it’s a trend, though; maybe that will help us curb hyperconsumerism.”
— Kai, 24
“The oldest thing I own is a button-up shirt from the HangTen Kids section. I’m not entirely sure how old it is, but it’s labelled for ages 14/15. I can still wear it because I never really had a growth spurt, and it’s managed to survive because it’s comfortable and has a timeless design.
I try not to buy any clothes at all. I feel like I’ve filled all the ‘holes’ in my wardrobe, so to speak, in the sense that I can put together an outfit for any occasion. I’ve actually been trying to set up clothes swaps or give away my clothes to friends because I have a lot of pieces that I don’t wear very often. It just makes my life easier to have fewer things.
I wish school orientations would stop forcing cotton tote bags on us, too. They’re usually worse for the environment than plastic bags.
I don’t have TikTok, and I already feel overwhelmed by the amount of content I’m seeing (on Instagram) encouraging us to keep buying and buying. I feel like consumerism and fast fashion have only gotten worse in recent years, despite all the talk about sustainability. If making ‘underconsumption core’ a thing is what we need to get serious about sustainability, then I’m all for it. I just hope it isn’t just another passing fad.”
— Felix, 23
“I have one bag to rule them all. I use it for everything: for work, the gym, dates, the club, when I commute on my bike, and even on vacations.
My trusty backpack is waterproof and tear-resistant, so it’s very hardy. I’ve had it for four to five years, and I foresee it lasting another five or ten years. It wasn’t cheap, but I think it’s worth it. It’s better to spend the money on one good-quality bag than five lousy ones that you have to replace every year.
I think all those TikTok consumption trends are encouraged by corporations. It’s all about profit and money, really. But you have to look past the smoke and mirrors. Really consider the value of the item to you. Don’t just get something because TikTok tells you to.”
— Shawn, 29
