You’ve seen it for years now: the perfectly lit unboxing videos, the five-part clothing haul reveals, and the “I just needed a new shade of blush” videos all over social media that have somehow convinced us we must fill our lives with things. But now, there’s a movement pushing back—and it’s about as far from Black Friday frenzies as you can get. It’s called ‘underconsumption-core’ and it’s the new social media trend that’s making us all ask, “Do I really need eight different eyeshadow palettes? Or another phone upgrade? And wait, is thrifting a lifestyle now?”

In a culture obsessed with more, underconsumption-core is the quiet counter-revolution, showing that less can truly be more. Young women are leading the way, trading in Sephora splurges for thrifted treasures, DIY fixes, and (gasp) repeating outfits. It’s about paring down, repurposing, and, in some cases, even embracing the extreme—dumpster diving, anyone?

Let’s be clear—underconsumption-core isn’t about deprivation; it’s about defining your needs on your terms. It’s asking, “Does this actually serve me?” or “Will this really make my life better?” But beyond scrutinizing each purchase, this trend also pushes for organization and visibility with everything you own. After all, how will you know you don’t need another pair of tweezers if the first set is buried in the back of a drawer somewhere?

But this movement truly touches every part of life, from your closet to your kitchen. When it comes to food, underconsumption-core means rethinking everything in your pantry, fridge, and cabinets. It’s about making food from scratch, repurposing food containers as Tupperware, freezing leftovers to make sure nothing goes to waste, and finding creative ways to use up every last scrap.

One of the movement’s favorite flexes? Driving a paid-off car like it’s the latest Tesla model. Forget upgrading to a new model just for the sake of it—underconsumption-core sees value in stability over novelty. That same idea goes for electronics, clothes, makeup, and even hobbies. There’s a certain pride in squeezing the last mile out of that sedan, or choosing hobbies that don’t come with a monthly fee. Hiking, camping, even a blissfully quiet afternoon at the library—underconsumption-core reminds us that entertainment doesn’t have to drain your wallet.

And let’s talk Christmas, a time of year that usually has all of us draining our wallets and filling our homes with products galore. But underconsumption-core has its own version of holiday cheer, and it doesn’t involve maxing out your credit card. Forget stocking stuffers no one uses or endless aisles of cheaply made toys. Underconsumption-core is about giving gifts with thought and intention. Many followers are doing the “4 Gift Rule”—something you want, need, wear, and read. The idea isn’t just about saving cash; it’s about giving gifts that actually matter and won’t end up in a donation pile by New Year’s.

Underconsumption-core isn’t just a passing trend—it’s a reimagining of how we live and shop. It’s a return to old-fashioned values, urging us to question everything, keep only what truly serves us, and stop letting marketers dictate our worth. After all, who decided we needed a different perfume for every month of the year?

So, next time you’re wandering the aisles at Target, take a cue from this movement and ask yourself: “Do I really need this?”