Why TikTok’s ‘Underconsumption Core’ trend won’t die

Brands, are you listening? For more than a month now, people across social media have been bragging about the scuffed, worn-out shoes they’ve been wearing since middle school and how they use their makeup all the way till the very last drop. They’re proud that they’re using decades’ old pans, inherited from their parents. Or how they don’t buy food storage containers; they just use old mason jars. This all sounds like Depression-era behavior, but it’s not. It’s a trend that...