core brain rot
an admittedly cynical view on the underconsumption core trend
One of the latest trends taking over the internet is underconsumption. With trends online typically being created to package mass consumerism, underconsumption core is the name given to the antithesis of consumerist culture; visualized by makeup used in its entirety, clothes from high school, and appliances due for replacement but still functional. Juxtaposing giant makeup collection hauls and targeted ads attempting to sell an unnecessary single-use item, it’s a good-faith trend promoting anti-consumerism. Underconsumption core doesn’t only apply to people who can’t afford to replace their run-down possessions but instead encourages everyone to stop making unnecessary purchases. Despite its merit, underconsumption core has been met with some criticism.
Most of the videos under this trend are of people showing their appropriately used things which are somehow being passed off as abnormal. There is an air of moral superiority among some of its partakers who see themselves as separate from those who overspend and give the false perception that they are under consuming when in actuality they’re still purchasing things they don’t actually need, but are getting good use out of.
Other partakers in this trend are not even sharing these videos to join in this new way of life; this is just life for some people. Underconsumption really isn’t “under” to begin with. Reminder: under would be less than what you need not just enough. Normal consumption would probably be more accurate but maybe I’m too hung up on semantics I presume the “under” is maybe meant to be tongue-in-cheek?
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There’s nothing inherently wrong with this trend if anything it is a step in the right direction and serves as a friendly reminder to step away from our phones and put down our credit cards. However, the weekly emergence of a new social media “core” has become slightly agitating. Why is it that we can’t adopt good habits or ascribe to anything without it needing a micro-label? Unfortunately, the only way for something to get attention online is for it to fall somewhere on the trend spectrum.
In on the topic of aesthetic obsession, I discussed the internet’s obsession with aesthetics and how that’s affecting our real lives in how we consume and find personal style. Most cores and aesthetics online seek to emulate a certain lifestyle through their visuals, often shown through a romanticized lens. The internet’s commodification of something cheapens its messaging or idea and can end up feeling disconnected from its source. One doesn't always come by these aesthetics from a lived experience, instead, the only objective really is to look the part.
But, anyone can adopt underconsumption core, in fact, most people already have. If you go outside, visit a neighbor or a friend the way level of consumption seen in this trend is likely the way they live. I think the internet has made us all somewhat jaded. Normal, everyday things done by normal, everyday people are mystified in online spaces because we’re far removed from reality there. I say this as someone who is too online and could do with spending less. It’s sort of bizarre that using products until they’re finished is a trend and not commonplace.
I worry that like most trends, whose impermanence is in their nature, will eventually die out or be boiled down to just another trend whose marketabilty took over its intention. There are already videos of underconsumption core that are heavily stylized. Those who are choosing to partake in this trend or can't even afford to overconsume have the right to aestheticize it however they want but I wonder if we’re too far gone in internet culture, which is now deeply entrenched in consumerism, to promote something meant to encourage anti-consumption earnestly.
I haven’t seen any of the under consumption trend but ‘deinfluencing’ quickly went from ‘you don’t need this’ to ‘you don’t need this, buy this cheaper one instead’ so I wouldn’t be surprised if this somehow went the same way