How is TikTok’s new trend changing consumer behavior?

If the post-Covid TikTok world consisted entirely of influencers who fanatically promoted different products every day, today a completely opposite trend is emerging, causing a surprise in the internet world. #Basic consumption shortage, The tendency to consume only what is necessary, It is being promoted by more and more young users on social media.

It’s digital content that highlights ways one can live simply, without obsessing over new products that regularly appear on social media trends. How can you turn your old clothes into new ones? Is there a way to treat your skin without buying moisturizer after moisturizer? Is it possible to live comfortably when you only buy what you really need?

After every recession

This new chapter on TikTok trends It has its own history, of course. Its philosophy was founded on the internet trend #deinfluecing, which has now garnered over a billion views. It’s a wave created by users who discouraged their audience from buying any product promoted by digital celebrity videos.

So the new trend It comes as an afterthought, according to experts who spoke to The New York Times.Perhaps evidence of this can be found in the economic living conditions of recent years. Brett House, Professor of Economics at Columbia UniversityHe sees that after every recession, a similar trend of returning to basic necessities emerges. In fact, he cites the 2008 crisis as an example, speaking of a “new trend around creating handmade works of art” that flourished in response to the mass production of famous brands.

Then in the future ClosuresConsumers rushed to buy large quantities of products to make up for lost time due to the pandemic. This quickly gave way to a stressful period for the economy. Many responded by cutting their budgets to cover their expenses, ultimately leading to a trend of “underconsumption.”

There is another factor involved. Generation of Zoom The shift to reusing old products is determined by strong environmental awareness. More and more people prefer recyclable products, and used clothes At the same time, they are waking up to avoid unnecessary plastic use. This is the same generation that came of age in the middle of the inflationary wave. The rising cost of living seems to be prompting a need to find other solutions to serve their daily needs.

“To remind you that you don’t need to buy a million products to feel beautiful and take care of yourself.”“I think it’s a good idea,” says 24-year-old influencer Christine M, who has more than 30,000 followers on TikTok, in her latest video, as we read in the New York Post . Could it be that the most addictive platform on the internet is giving birth to a new and unexpected philosophy of life that instead of overconsumption relies on “underconsumption”? It remains to be seen in practice.