The advertising industry, and more recently the influencer economy, has, in part, been built on selling consumers solutions to problems they didn’t even know they had. But in recent years, climate change has been climbing urgently higher up the agenda.

As a result, a new counter trend has emerged: underconsumption core.

Led by TikTok, ‘underconsumption core’ is not just a viral trend in which creators show how minimally they live their lives, but a broader, macro trend emerging as a result of consumers acknowledging more and more the great impact of over-consumption on our planet.

Consumers are rebelling against an era of never-ending organisational hacks and neverknowingly- wearing the same outfit twice. So, how are brands responding?

following this stat, the brands who are successfully able to grow sustainably might be those who lean into consumer’s desire to consume less.

We’ve seen some great, sustainability led solutions from brands over the last year. T&Pm’s campaign for British Gas focused on driving positive change in the industry by rewarding its customers for better, more sustainable, energy use. Dr Martens launched a new material made from leather offcuts called ‘Genix Nappa’ with the messaging ‘reclaimed leather. Remade to last’ answering a call for a more circular economy from the brand’s audience.

Encouraging more sustainable behaviours and habits, focusing and consumer experiences over physical objects, and putting sustainability at the top of the agenda may help brands to stay top of mind and, of course, help the planet.

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