Exhausted from a rising cost of living in the US and non-stop ads, some young adults on TikTok are pushing back and embracing an anti-fashion fashion trend – this is "underconsumption core."

"When every moment of your life feels like you're being sold something and the price of said item keeps going up, people will burn out on spending money," said Kara Perez, an influencer and financial educator.

Social media has long had room only for picture-perfect homes, lavish closets, and an abundance of beauty products.

But a new trend is sweeping the other way – urging repurposing, more frugal lifestyles, and prioritizing quality over quantity.

Known as "underconsumption core," it spotlights living sustainably and using what you have, a reversal of the excess and wealth that dominates ad-heavy Instagram and TikTok.

"When you get 300 videos on TikTok about people who have 30 Stanley cups, you want to have as many as you can afford. People want to fit in," said Perez, who repurposes jars as cups.

A video with over 100,000 views from TikTok user @loveofearthco critiqued the tendency toward overconsumption often amplified and encouraged on social media: "I spent money I didn't have on things I didn't need."

Another account, @nevadahuvenaars, shared what "normal" consumption looks like: used furniture, a modest closet, decor upcycled from glass bottles, meal prep and a downsized skincare collection.

Many young adults have developed a "compulsive behavior to spend down to their last pound on a fashion item," said UK-based influencer Andrea Cheong, who recently shared an "underconsumption core" style video of her mending old clothes.

It is an addiction tied to a pressure "to articulate who we are through possessions," Cheong noted.

In contrast, "underconsumption core" breaks from traditional core trends promoted by influencers, who often sell an ever-changing purchasing blueprint embodying the latest trend and aesthetic, according to Cheong.

She and Makoni agreed that the shift also reflects increased calls for authenticity from content creators.

"The social media trend of 'underconsumption' is another way for Gen-Z to make the most of their money and be environmentally friendly at the same time," said Ashley Ross, head of consumer client experience and governance at Bank of America.

While younger generations worry about making sustainable choices, a lack of financial autonomy drives their decisions.

"Let's be honest, no one's gonna change their GDP for sustainability. We don't live in that world... The motivation for people to do these things has always been to save money," said Cheong.

But she said that the underconsumption trends ultimately provide the most accessible approach to sustainability for those who seek it.

The message is simple: "Buy less, buy better."