In an unexpected twist, “underconsumption” became the buzzword of the summer. Google Trends data revealed a surge in searches for this term, signaling an impossible-to-ignore shift in consumer behavior. But what’s driving this change?

Welcome to the world of “underconsumption core,” a trend that’s shaking up traditional retail models. Consumers are no longer chasing fleeting trends and fast-fashion. Instead, they’re prioritizing quality, sustainability and ethical consumption. It’s a wake-up call for the industry: The era of mindless consumption is over.

For e-commerce brands and influencers alike, this shift signals it’s time to level up. Brands need to pivot towards curating durable, ethically made products, while influencers must prioritize transparency and foster genuine connections with their audiences. It’s a delicate balance, but get it right and brands and influencers can unlock deeper trust and long-term customer loyalty.

The Rise of Underconsumption Core

In June 2024, Gen Zers allocated just 22.7 percent of their income to nonessentials, down 5 percentage points from June 2023. This shift signals a significant change in consumer behavior, with younger generations embracing a “less but better” mentality. The goal isn’t just spending less — it’s making long-lasting purchases that truly matter.

Several key factors are driving this trend:

  1. Eco-consciousness: As climate concerns intensify, consumers are increasingly aware of their environmental footprint and are willing to pay more for sustainable products.
  2. Economic uncertainty: In a volatile economic landscape, many are reassessing their spending habits, spending less and buying cheaper alternatives of their favorite items.
  3. Social media influence: Platforms are amplifying voices that champion sustainable living and mindful consumption. ​​Searches for “underconsumption core” grew by more than 4,250 percent over the last year.

This confluence of factors is creating a perfect storm for retail transformation, challenging brands to rethink their strategies and align with these evolving consumer values.

Impact on Influencer Marketing

Gone are the days of influencers pushing endless product hauls. Today’s content creators are evolving into conscious curators, carefully selecting and promoting products that feel right for their audience and the planet. They’re also becoming more discerning about their brand partnerships, often opting for fewer, more meaningful collaborations that align with their values and those of their audience. Influencers are also pivoting from chasing viral moments to cultivating communities that share their values and beliefs. This shift fosters deeper, more enduring connections with their audience.

Take Rosie Albrecht, for instance. Known as @circesporkroast on TikTok, Rosie is known for her “de-influencing” videos, where she helps viewers resist unnecessary purchases at popular retailers instead of encouraging impulse buys. It’s a bold move, but it’s paying off big time. Rosie’s approach has resonated strongly with her audience, garnering nearly 5 million likes and over 40,000 followers.

Rosie’s success illustrates that authenticity and mindfulness are becoming the new currency of influence. As consumers increasingly value sustainable consumption, influencers and brands that champion these principles are poised to build stronger, more loyal communities in the long run.

Strategies for E-Commerce Brands and Influencers

Brands and influencers can capitalize on the underconsumption trend by adopting these key strategies:

  • Embrace transparency. Leverage your product data to show customers the full journey of your products, from sourcing to end-of-life options.
  • Bolster your value proposition. Introduce services like repair or upcycling, and continuously refine offerings based on what truly drives customer value. Use data to proactively suggest these enhancements.
  • Curate timeless collections. Utilize artificial intelligence-driven insights to help customers build wardrobes and other collections with staying power, recommending versatile pieces that complement their existing purchases.
  • Champion “slow” fashion. Use your e-commerce platform to highlight the story behind slower production cycles and local, artisanal creation.
  • Personalize the experience. Harness the power of your customer data platform to offer highly personalized recommendations. When products truly align with a customer’s needs and values, consumption doesn’t feel excessive — it feels right.

By leveraging personalization, brands can practice “underconsumption” in their marketing (fewer, more targeted messages) while helping consumers make fewer, more meaningful purchases.

For influencers, this means becoming curators of quality over quantity. Partner with brands that align with your values and your audience’s needs. Your authenticity will foster a community built on trust and shared values.

The underconsumption trend is an opportunity to redefine how we connect with customers. By aligning our offerings with individual values and needs, we’re acknowledging the emergent desires of our customers and building stronger, more meaningful relationships that stand the test of time — and, in the end, that’s incredibly valuable for the bottom line.

An accomplished leader in the e-commerce/martech space, Roxy Couse is a digital strategist, marketer and content creator. In addition to leading community and content marketing, she co-hosts Bloomreach’s Commerce Experience podcast.