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Why buy it, ask Indonesians as ‘underconsumption’ trend takes hold
A global social media trend encouraging people to rethink consumer culture and embrace a minimalist lifestyle is taking hold in Indonesia.
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Tumblers have become popular for their reusability. (Shutterstock/Nastyaofly)
A
global social media trend encouraging people to rethink consumer culture and embrace a minimalist lifestyle is taking hold in Indonesia.
“Underconsumption core” has spread from TikTok to various social media platforms, with influencers sharing videos of how they appreciate and repurpose what they already own, rather than showcasing new products or presenting their extensive clothing collection.
“It’s okay not to have trendy stuff, to buy new things or to keep up with aesthetics,” Cynthia Suci Lestari, a sustainability influencer, says in a post on Instagram, where she demonstrates her devotion to conscientious consumption by repurposing everyday materials and using homemade furniture.
The first part of the term “underconsumption core” signifies a rejection of excessive consumption, while “core” is TikTok lingo for aesthetic trends or subcultures revolving around a particular lifestyle or vibe.
Cynthia, who has more than 36,000 followers on Instagram, has been actively promoting a lifestyle of minimalism and “wise consumption” since 2018 through her community called Lyfe With Less.
“Lyfe With Less encourages people in Indonesia to recognize over-consumerism, to be responsible in their consumption and to be an empowered consumer,” Cynthia told The Jakarta Post on Thursday.
Underconsumption core, Cynthia believes, is rooted in a minimalist lifestyle emerging in response to widespread over-consumerism, which has led to excessive waste and financial burdens and even has negative impacts on consumers' mental wellbeing.
