Underconsumption is going viral for all the right reasons

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Social media trends come and go, but underconsumption is hitting a nerve in the best way possible. From Reddit deep dives to TikTok hacks, people are rethinking how they consume — choosing to fix what’s broken, appreciate what they already have and step off the endless upgrade treadmill.

A person in a striped shirt and patterned pants stands indoors, contemplating the underconsumption of fashion while holding a pair of worn sneakers in one hand.
Forget constant upgrades. From fixing to swapping, people are proving underconsumption is more than a trend — it’s a lifestyle. Photo credit: Depositphotos.

This shift isn’t just about saving money — it’s about breaking free from the “buy, toss, repeat” cycle and actually enjoying the things you own. Whether it’s repairing a favorite jacket, turning an old jar into something useful or skipping that impulse buy, these small changes make life feel a little more intentional — and a lot less wasteful.

How underconsumption is taking over social media

It’s not just DIYers or minimalists talking about this. On platforms like TikTok, creators are showing how small steps, like repairing a pair of shoes or repurposing old furniture, can make a big difference. Reddit’s frugal living and sustainability communities are buzzing with stories of people choosing to repair rather than replace, swap rather than shop and make thoughtful decisions about what they bring into their lives.

Posts with hashtags like #Underconsumption or #NoSpendChallenge are showcasing real-life examples, from sewing up torn jeans to refurbishing vintage electronics. The appeal? These stories inspire people to look at their belongings differently — as things worth maintaining, not disposable objects.

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Why underconsumption matters

Underconsumption goes beyond saving money. It’s a mindset shift that pushes back against the constant pressure to buy the latest, greatest version of everything. Meal prepping, repairing and reusing are all practical ways to reduce waste and live more sustainably. For many, this trend feels refreshing in a culture that often glorifies excess.

How Americans are embracing underconsumption

Across the United States, people are finding creative ways to make underconsumption part of their everyday lives. From repairing to repurposing, these simple shifts show how small actions can make a big difference.

Repair over replace

Worn-out jackets, broken appliances or wobbly furniture don’t have to be tossed. With DIY tutorials everywhere, more people are rolling up their sleeves and fixing things themselves.

Community sharing

Neighborhood Buy Nothing groups and Facebook Marketplace listings are growing. People are swapping items they no longer need, borrowing tools or giving gently used items new homes.

Upcycling

Creative minds are turning “trash” into treasure. From refinishing old furniture to transforming mason jars into storage solutions, upcycling is a fun way to cut down on waste.

Being resourceful

Reddit’s frugal forums are packed with tips for getting the most out of what you already have. From repurposing old T-shirts as cleaning rags to regrowing vegetables from kitchen scraps, these small changes add up over time. Even in the kitchen, turning leftovers or pantry odds and ends into meals is a simple way to waste less. Try recipes that transform what you’ve got on hand into something satisfying, like a hearty soup or a quick stir-fry.

Tips for getting started with underconsumption

If you’re ready to join the movement, start with small, practical steps to embrace underconsumption. These ideas can help you save money, reduce waste and make the most of what you already have.

Fix first

Before replacing something, consider whether it can be repaired. There are plenty of online tutorials to help with everything from mending clothes to fixing electronics. Not only does this save money, but it also keeps usable items out of the landfill.

Buy used items

Thrift stores, garage sales and online marketplaces are treasure troves for pre-loved items. Shopping secondhand can uncover unique finds while reducing demand for new production.

Think twice before buying

Wait a day or two before making non-essential purchases. Often, the urge to buy fades when given a little time, leaving you with a clearer sense of what you truly need.

Learn a skill

Sewing, woodworking, basic home repairs or even learning how to store your food correctly can save you money and give you a sense of accomplishment. Plus, these skills often lead to creative solutions you might not have considered before.

Host a swap party

Gather friends or neighbors to exchange clothes, books or household items you no longer need. It’s a fun way to declutter while building community and finding new-to-you treasures.

Steps to rethink how we use what we have

Sometimes, an item that doesn’t work for its original purpose can find a second life in a new role. By giving items a second chance, we can keep them out of landfills and make the most of what we already have.

Hair conditioner

If your conditioner didn’t work for your hair, try using it as shaving cream. It creates a smooth surface for razors and leaves your skin feeling soft. You can also dilute it with water to use as a gentle fabric softener for hand-washing delicate clothes.

T-shirts

Instead of tossing old T-shirts, cut them into squares to use as cleaning rags around the house. You can also braid strips of fabric to create reusable shopping bags or even DIY pet toys.

Coffee grounds

Don’t toss used coffee grounds — they make an excellent natural fertilizer for plants. They can also be used as a gentle exfoliant in DIY body scrubs or to absorb odors in your fridge or trash can.

Expired makeup

Makeup past its prime doesn’t have to go straight to the trash. Use broken eyeshadow or old blush to add color to DIY greeting cards, scrapbooks or other crafting projects.

Empty lotion bottles

Clean and repurpose them as travel-sized containers for shampoo, conditioner or soap. They’re also great for storing homemade cleaning solutions.

Underconsumption is here to stay

Underconsumption isn’t just another passing trend — it’s a mindset shift that’s all about making the most of what we already have. It challenges the idea that we need more to be happy, focusing instead on repairing, reusing and truly valuing what’s in front of us. With social media buzzing about it, it’s clear this movement is striking a chord and proving that less really can be more.

Sara Nelson is the food blogger behind Real Balanced, where she’s been sharing practical, balanced recipes and lifestyle resources since 2017. She lives in Wisconsin with her husband, two kids and their dog.

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