Underconsumption Core: Why This TikTok Trend Won’t Make You Rich (But This Will)

There's this trend on TikTok that caught my attention recently. Instead of showing what to buy like most influencers do, creators are showing what they didn't buy. It's called "underconsumption core," and honestly? It's refreshing to see people questioning mindless spending for once.

What the Heck Is Underconsumption Core?

Underconsumption core is all over TikTok right now and it’sfocused on rejecting overconsumption and embracing mindful, minimalist living. The idea is simple: use what you already own instead of constantly buying more.

The anti-haul movement

When people say "underconsumption core," the core part just means it's a habit, a whole vibe, or identity. Instead of flaunting hauls and constant new buys, creators are showing off five-product makeup routines, worn-out shoes, and small, well-used wardrobes.

"Inventory videos" are especially popular. People lay out everything they own and commit to using it all before buying anything else. You'll see someone spread 47 lipsticks across their bed, realizing they've been buying the same shade of pink for years. Or they'll show a closet stuffed with unworn clothes, tags still attached.

It's the anti-haul era, where not spending is the flex. Creators are counting how many days they can go without purchasing anything new. Some challenge themselves to use up every product in their skincare routine before buying replacements.

What this trend looks like in practice

The content varies, but you'll typically see people showing off their "no-buy" streaks or demonstrating how they're making do with what they have. A beauty creator might show themselves using the same eyeshadow palette for 30 days straight, finding new ways to create different looks. Someone else might film themselves mending clothes instead of buying new ones.

Why people are drawn to this trend

For the first time in years, we're seeing real pushback against the constant "buy, buy, buy" culture on social media. Underconsumption core makes people stop and realize how much money they've wasted on stuff they don't even use.

These inventory videos often leave creators feeling disgusted by their own impulse spending. One creator I saw laid out over 200 makeup products she'd bought in a single year, most barely touched. The realization was brutal but eye-opening.

The trend creates community around intention, which is great. People are finally questioning whether they need that fifteenth foundation or twentieth pair of jeans. But it's built on a foundation of guilt and restriction, which doesn't sit well with me.

Why Blindly Following Underconsumption Core Is Dangerous

Most underconsumption content frames spending as something shameful. The message becomes: coffee is bad, new shoes are bad, desire is bad. You're only doing it right if you feel guilty for wanting things.

The real problem isn’t spending

The real issue is excessive spending without intention. Underconsumption core ignores that and turns restriction into the goal. There's a huge difference between choosing not to spend and forcing yourself to go without just to feel morally superior.

Guilt-based financial strategies always fail

Social media has turned financial guilt into an aesthetic. Every underconsumption video quietly whispers, "Look how good I am for not buying this. You should feel bad if you did." It's actually just there to flaunt and taunt you.

But what happens when the trend fades? I've seen this pattern repeat itself over and over:

• People start by restricting everything they want to buy, feeling virtuous and in control
• They get praise from online communities for their "discipline" and self-control
• The restriction becomes harder to maintain as real life and genuine desires creep back in
• Eventually they break, often spending more than they would have originally, driven by pent-up desire and shame

Because they never built a system that actually works for them. Just like crash diets, it's not sustainable. When the audience moves on, so does the behavior. And they're left with zero confidence and no real financial foundation.

The missing piece: knowing what you actually want

Saving money is not about cutting everything. It's about getting clear on what's actually worth spending on. You can't build a Rich Life if you're just copying what looks good online.

The goal is to spend with intention, not guilt. And that only happens when you know what matters to you.

Turn Underconsumption Into Conscious Spending Instead

Here's how you can get started creating your system and spending intentionally.

Start with your Money Dials

After years of studying how successful people think about money, I've found that most are drawn to spending in specific categories I call Money Dials—things like convenience, travel, fitness, experiences, freedom, generosity, and more.

Your Money Dial is what excites you to spend on. The thing you'd choose instantly if given $25,000. It's about what you truly value.

When you know your Money Dial, you can turn it way up and spend more on what matters, while cutting back hard on everything else.

The Conscious Spending Plan 

Conscious spending is the next step once you know your Money Dial. It's how you turn that awareness into a sustainable system.

Unlike underconsumption, which tells you to cut everything, conscious spending helps you decide exactly where your money should go. Using the Conscious Spending Plan, you set percentages for fixed costs, savings, and guilt-free spending based on your values.

How the conscious spending plan works

The plan breaks your money into four clear categories that make sense for real life:

• 50–60% of your income goes to fixed costs like rent, utilities, and insurance
• 10% goes to investments that build your future through retirement accounts and long-term growth
• 5–10% goes to savings for emergency funds and short-term goals like vacations or home purchases
• 20–35% goes to guilt-free spending — this is where your Money Dial lives

That last category is where spending starts to feel good instead of stressful. You're not asking permission to buy something you want nor are you calculating whether you "deserve" it. The money is already there, designated specifically for the things that bring you joy.

How to automate your system

Setting up automation is simpler than most people think. Start by opening separate accounts for each category: one checking account for fixed costs, one savings account for your emergency fund, another for short-term savings goals, and one more for guilt-free spending.

Once your accounts are ready, set up automatic transfers for the day after your paycheck hits. If you get paid on the 15th, schedule transfers for the 16th. Your money gets divided according to your percentages without you having to think about it.

Many employers also offer direct deposit splitting, which makes this even easier. Your paycheck automatically goes to different accounts based on percentages you set up once. This means 60% might go to your checking account for fixed costs, 10% to your investment account, 10% to savings, and 20% to your guilt-free spending account.

Why this system actually works

When you automate this plan you stop making financial decisions based on emotion or impulse. Instead, you've already decided where every dollar goes before it hits your account.

This means when you see that expensive workout class or want to book a spontaneous weekend trip, you check your guilt-free spending category. If the money's there, you spend it without guilt. If it's not, you wait until next month or adjust another category. No drama, no shame, just a clear system.

If you want to see exactly how this guilt-free spending approach works in practice, I break down the entire system in this NBC News interview. You'll get a clear picture of how to balance saving with spending on what you love.

How To Save Money And Spend Guilt-Free With Ramit Sethi | Better | NBC News

Why This Beats Underconsumption Core Every Time

Conscious spending is way more sustainable than the ongoing trend because it's built on your real preferences, not trends or guilt.

It gives you control, not deprivation

The difference between conscious spending and underconsumption core is like the difference between a GPS and a roadblock. One guides you toward your destination, the other just stops you from moving forward.

With conscious spending, you get a way to spend on what actually matters without second-guessing yourself. Instead of feeling deprived, you feel in control. You're clear on what's worth it and confident saying no to the rest.

What this control looks like day-to-day

Imagine walking into Target and seeing a cute throw pillow for $30. With an underconsumption core, you'd feel guilty for even wanting it. You'd question your values, wonder if you're being too materialistic, and probably leave feeling bad about yourself either way.

With conscious spending, you check your guilt-free spending category. If you have the money, you buy the pillow and enjoy it. If you don't, you know exactly when you'll have more money available, and you can decide if it's worth waiting for.

The pillow itself isn't the point. The point is that you're making decisions from a place of clarity rather than shame. You're not battling yourself over every purchase or trying to prove how good you are by denying yourself things you want.

It reduces stress and impulse spending

That kind of system reduces stress and directly cuts overconsumption because you're no longer buying out of impulse or comparison. Every dollar has a purpose, and that's what makes it sustainable.

The stress reduction comes from eliminating the constant mental gymnastics around money. Instead of wondering if you can afford something, you know exactly what's available. Instead of feeling guilty after purchases, you feel confident because you're spending money that was specifically designated for things you enjoy.

Living Your Rich Life Goes Beyond Not Buying Stuff

Your Rich Life is about making money serve what matters to you. That could mean first-class travel, flexible work hours, a home you love, or the security of having a full year's expenses saved.

Your Rich Life is personal

It's personal, and it shifts as your priorities change. The underconsumption core fails because it assumes everyone should live small and feel guilty for wanting more.

But your Rich Life might look completely different than what's trending on social media. Maybe you want to spend big on travel and live in a tiny apartment. Maybe you want a beautiful home and prefer to vacation close to home. Maybe you care deeply about organic food but couldn't care less about fashion. Maybe you love expensive restaurants but drive a 15-year-old car.

Turn underconsumption awareness into conscious action

The best part of underconsumption core is that it makes people aware of their spending patterns. That awareness is valuable, but only if you do something productive with it.

Here's how to turn that awareness into a system that actually works:

• Review your last three months of spending and identify purchases that brought you genuine joy versus ones you regret
• Notice patterns in your regrettable purchases (emotional shopping, social pressure, boredom, comparison with others)
• Identify the categories where you consistently feel good about spending money
• Use this information to design your own conscious spending plan that prioritizes what actually matters to you

Instead of asking "How can I buy less?" start asking "How can I spend better?" The goal isn't to eliminate desire or live as cheaply as possible. The goal is to make sure your money is working for the life you actually want.