It’s kinda like a reverse uno — “underconsumption core,” a movement to consume and buy less, still exists within the context of TikTok, an app that wants you to stay on longer and possibly even spend more money. By engaging, even if about under-consuming, they still have your attention and $$$.
Moreover, Dr. Jimil Ataman explained that the trend’s potential to last has less to do with its importance or value than with the nature of social media. “Like the inevitable commodification of ‘underconsumption core,’ no trend lasts forever on social media because social media news is a constant stream of new content to keep us engaged on the apps and coming back for more day after day.”
