Tired of Influencers, TikTok Users Try ‘Underconsumption Core’ to Cut Costs

There is a growing desire among Gen Z to reclaim their autonomy from their phones and remove themselves from what Shaz describes as a passive state of being. Last year, anti-tech activist and writer August Lamm predicted that abstention would be the next big thing. On X, she wrote: “I’m calling it right now, abstention is the new big thing; sobriet... See more

In times where economic anxiety is shaping consumer behavior and social media platforms serve as cultural courts, brands must take a more active, transparent, and culturally responsive approach to defending their value. It’s no longer enough to rely on heritage, legacy, or high price tags alone. Consumers—especially Gen Z and younger millennials—ar... See more

The Goop-ification that marked the last decade of consumerism (as exemplified by Gwyneth Paltrow’s feel-good nostrums) shows increasing signs of decay as shoppers, especially Gen Z, exhibit a more critical eye.

Microtrends are finally losing their grip. In a shift away from fast, flashy content, fashion lovers are leaning into slower, deeper engagement. We’re entering the post-dopamine era where consumers crave meaning, not just a quick hit. Think: fewer impulse buys and aesthetics that actually retain attention.