Underconsumption and Marketing: How Brands Can Adapt and Still Sell

What is underconsumption (anti-overconsumption)?

Underconsumption (or underconsumption core) is a new TikTok-born trend that encourages people to buy less and get more use out of the things they already own. Another way to describe this is “anti-overconsumption” — a stance that defies collecting, influencer culture, and unnecessary spending.

It’s not exactly a new phenomenon, though. Underconsumption is related to de-influencing (explaining why something shouldn’t be purchased) and makeup’s project pan (trying to use up owned products). Some also trace this tendency back to Marie Kondo, a Japanese professional organizer who popularized getting rid of things that don’t bring joy. Basically, underconsumption is another name for minimalism.

But why does it so heavily permeate public discussions now? Although it is a general trend, underconsumption is especially popular among Gen Zers and Millennials, and here is why:

• Environmental concerns. Overconsumption is one of the reasons for climate change and pollution, so shopping less and shopping more sustainably is important for eco-aware people. For example, over half of college students want to shop more sustainably for clothes. 
• Financial situation. With economic and housing crises, people just can’t spend as much money as they did before. This is reflected in general financial anxiety, as less than a third of Gen Zers feel financially secure.

What does it mean for marketers?

Marketing has always walked a tight line between satisfying customer needs and stimulating sales. These interests mostly align, but not so much so when it comes to the underconsumption trend. 

Although some experts find that underconsumption is unlikely to change deep-rooted consumer behavior, marketing teams, especially those working in the clothing industry, the makeup industry, and home goods and drinkware brands, might need to re-examine their strategies. 

People are increasingly more worried about climate change. Perhaps that is why they are ready to support brands that align with their values, and they do vote with their wallets. 

Research has found that products that make environmental, social, and governance-related claims show a bigger sales growth than products that don’t. Younger generations, who will soon have the most purchasing power, especially care about sustainability. They are 27% more likely to purchase from brands that care about their impact on people and the planet. If we’re talking about marketing specifically, research has found that anti-consumption ads positively influence consumers’ attitudes and purchase intentions.

All of that means that orienting towards underconsumption and sustainability at large can actually have a positive impact on your business.

How to: Marketing in light of the underconsumption and sustainability trends

You don’t have to turn your marketing strategy upside down, especially if you have to increase sales, and sustainability isn’t currently on your company’s agenda (although we’d argue it better be). There are small shifts in messaging, communication, and promotion that you can make to appeal to the audience interested in underconsumption, like:

• Focus on timeless product quality like longevity and durability instead of quantity. 
• Eliminate unnecessary packaging. 
• Be honest about the eco-friendly measures your company takes. The only thing worse than not being eco-aware is misleading your customers into believing you are. 
• Embrace feedback. Listen to what your customers are saying about your products and improve upon the features critiqued or highlight the qualities praised. 
• Share recycling ideas or provide this opportunity at the company level.
• Partner with eco-conscious brands, nonprofits, or influencers.

Let’s now move from theory to practice and see some good marketing examples that follow the underconsumption and sustainability trends.

Good examples

Samsung: Repurposing old smartphones

Companies upgrade their flagship smartphones every year, and many customers don’t know how to properly dispose of their previous devices. To help their customers repurpose smartphones they no longer use (and still, in a way, encourage them to buy new ones), Samsung created a Galaxy Upcycling at Home program.

With a simple software update, customers can turn their smartphones into smart home devices like childcare monitors or pet care solutions.

Why it’s great: The company doesn’t really discourage anyone from shopping. However, it offers an easy upcycling option to those who want to have a more sustainable lifestyle. We also like how this program can serve many customers with different needs.

Primark: Launching pop-up swap shops

Known for its affordability, fashion retailer Primark partnered with circular clothing company Verte to run limited pop-up clothes-swapping events. Around the time of London Fashion Week, customers in selected cities in the UK could exchange their “pre-loved” items for digital tokens and then use these tokens to get other people’s clothes. 

Primark also has a recycling initiative and offers year-round free workshops that teach customers basic repairs that can help renew damaged clothes.

Why it’s great: Both the swap shop and repairs events don’t require much effort and can be a good starting point for brands that want to tap into sustainability without committing to a full-on recycling program. Plus, they take place in the brand shops and may inadvertently expose customers to new clothing items or accessories.

REI: Reimagining Black Friday

Black Friday exemplifies everything about overconsumption and raises many sustainability concerns. In an effort to discourage excessive shopping, REI, an outdoor and recreational equipment company, has been closing its stores on the day since 2015.

This idea has been called #OptOutside as it motivates the company employees and customers to spend time in nature instead of standing in shopping lines. It’s one of the best underconsumption marketing campaigns we’ve seen, and it also contributes to a positive brand image and generates good press.

Why it’s great: Years-long campaigns like this one become a trademark and make the brands known. Plus, they can attract committed, eco-aware customers without alienating others. After all, the brand still runs sales, just not on Black Friday.

schuh: Turning pre-loved shoes into unique pieces

British footwear retailer schuh celebrated Earth Day by collaborating with a vintage and reworked clothing brand, Vintage Threads. The companies created 57 unique pieces out of worn-off shoes and exclusively sold them in one London store. 

This collection also highlighted schuh’s “Sell Your Soles” program, which allows customers to get discounts for exchanging their worn-off shoes. The brand then recycles the items and donates the proceeds to the World Land Trust eco-charity.

Why it’s great: The campaign is innovative and inspiring, as well as very eco-aware. Plus, because the collection includes unique clothes and accessories, it can draw in even those customers who don’t really think much about sustainability and underconsumption.

Bonus: Second-hand fashion retailer campaign

A second-hand online marketplace doesn’t really have any challenges addressing the underconsumption trend. But we just couldn’t resist showing you this creative campaign from Vinted.

The campaign visually explains overconsumption and makes the audience feel like they, too,  are burdened with excessive clothes. This sentiment then makes people naturally motivated to sell their items to the company.

Conclusion

Underconsumption may sound like a scary new trend, but it’s, in fact, just another push for minimalism and sustainability. If you want to be smarter about your marketing strategy, try to engage with it rather than fight it. 

Here are some ideas to use in your next underconsumption-focused marketing campaign:

• Feature your product’s longevity and durability.
• Optimize product packaging.
• Talk about your company’s existing ecological initiatives.
• Listen to your customers and improve.
• Share recycling and repurposing ideas.
• Collaborate with nonprofits, brands, and influencers who care about ecology and sustainability.