Why Gen Z is Buying Less- and What it Means for Marketing
A new trend called “underconsumption core” is changing how brands market to Gen Z. Instead of encouraging people to always be buying new things, this trend promotes using what you already have, buying less and avoiding unnecessary purchases. The trend has become very popular on TikTok, where creators post videos about finishing products before buying new ones, repeating outfits and being more mindful about spending.
Why Gen Z Is Spending Less
One big reason for this trend is money. Many Gen Z consumers are dealing with rising living costs, student loans and other financial pressures. Because of this, they are becoming more careful about what they spend money on. Some reports show that people following the underconsumption trend have saved around $250 a month by cutting back on things like shopping, eating out and subscription services.
Sustainability Is Also Driving the Trend
Another reason for the trend is sustainability. Many young consumers care about the environment and want to reduce waste. Instead of buying a lot of fast fashion or unnecessary products, they are choosing to reuse items, buy secondhand or avoid buying things they do not really need.
What This Means for Marketers
For marketers, this trend creates both challenges and opportunities. Traditional marketing usually focuses on convincing people to buy more products. However, Gen Z consumers are starting to not trust advertising that pushes constant spending. Instead, they respond better to brands that focus on quality, honesty and sustainability.
Overall, the underconsumption trend shows that Gen Z is thinking differently about shopping. Instead of buying as much as possible, many young consumers are focused on saving money, reducing waste and making smarter purchases. Brands that understand these values and adjust their marketing will have a better chance of connecting with Gen Z audiences.
References
Getahun, Hannah. “What Is ‘Underconsumption Core’? A New Trend on TikTok Aims to Get Gen Z to Buy Less.” Yahoo Tech, 2024.
Stambor, Zak. “TikTok Influencers Drive Gen Zers to Cut Back Spending.” eMarketer, 2025.
Adler, David. “Gen Z Consumers Save Hundreds of Dollars With Lifestyle-Changing Trend Popularized by TikTok.” Net Influencer, 2025.
Bottomley, Tom. “‘Under Consumption’ Trend Grows as Gen Z Prioritises Second-Hand Shopping.” TheIndustry.fashion, 2024.