Why buy it, Indonesians ask, when the trend towards “underconsumption” takes hold – economy

The “underconsumption core” has spread from TikTok to various social media platforms, with influencers sharing videos about how they appreciate and repurpose what they already own, rather than showcasing new products or showing off their extensive clothing collections.

“It’s okay not to have trendy things, buy new things, or keep up with aesthetics,” says Cynthia Suci Lestari, a sustainability influencer, in a post on Instagram expressing her devotion to conscientious consumption by reusing everyday materials and using homemade furniture.

The first part of the term “Underconsumption Core” means a rejection of excessive consumption, while “Core” is TikTok jargon for aesthetic trends or subcultures that revolve around a particular lifestyle or mood.

Cynthia, who has more than 36,000 followers on Instagram, has been actively promoting a lifestyle of minimalism and “wise consumption” through her community called Lyfe With Less since 2018.

“Lyfe With Less encourages people in Indonesia to recognize overconsumption, be responsible with their consumption and be a confident consumer,” said Cynthia The Jakarta Post on Thursday.

Cynthia believes that the core of underconsumption is rooted in a minimalist lifestyle that arises in response to widespread over-consumerism that has led to excessive waste, financial stress, and even has a negative impact on consumers’ psychological well-being.