Young adults on TikTok battle excessive consumption
Videos on the short video platform promoting skills like patching clothes and rational spending, part of the ‘essence of deconsuming’ trend, are gaining popularity.
-
Many videos on TikTok showcase antique furniture inherited from grandparents, patchwork clothes, and homemade cleaning products.
Young adults are mobilizing on TikTok to combat excessive consumption, targeting persuasive ads and flashy purchase videos. Their goal is to promote moderation in spending and curb consumerist trends on social media, according to Al Anba newspaper.
From teaching how to patch clothes and recycle to promoting rational spending and a simple lifestyle, videos related to the trend known as “the essence of deconsuming” are very popular on TikTok.
These posts advocate a return to simple pleasures and life skills, offering a stark contrast to the typical content on the platform.
“These videos promote a lifestyle based on moderate consumption: instead of owning fifteen beauty products or fifty pairs of shoes, it is enough to have just three,” explains French digital behavior analyst Anissa Ebranchard.
“When people are constantly trying to sell you something and prices are rising, you will eventually experience financial stress,” adds Kara Perez, an American influencer specializing in financial and environmental issues, in an interview with AFP.
Many videos showcase antique furniture inherited from grandparents, patchwork clothes, and homemade cleaning products.
