3 Ways to embrace underconsumption-core

To mark the start of 2025, Dove has just launched their "Un-Resolution" campaign.

And it’s a direct call to action to, well, not take action.

Instead of setting goals for the New Year based on trying to achieve unrealistic beauty standards, Dove is calling for women to identify a standard they've felt pressure to conform to and abandon it.

To write it on a piece of paper, then rip it up.

They're also encouraging online users to share something they're going to embrace about their bodies in 2025, using the hashtag #NewYearsUnresolution on TikTok to join the movement.

This campaign, launched alongside 12 UK influencers, promotes Dove's Self-Esteem Project for Women—an online learning module that went live on January 1st.

In many ways, it's the continuation of a growing trend of pushing against hyper-productivity by doing less.

And that means buying less, too.

This trend has been dubbed "Underconsumption Core"...

Just like its predecessors, Cottagecore, Barbiecore, and the rest, it's a way of being—something to achieve.

But, unlike the "cores" that have come before it, this trend promotes the anti-aesthetic. It encourages people to use what they have, to be more frugal. So pretty much the opposite of the overconsumption prompted by constantly shifting microtrends.

Think thrifty living: buying second hand furniture, having minimal or no home decor, and using jars as water glasses.

But this trend is also about investing in quality items that last—that's the type of content celebrated by unconsumption-core.

In a way, it's how many of us who aren't influencers deep in the TikTok game already live.

But it's a welcome relief from the excessive unboxing and haul videos promoting fast fashion and a, frankly, environmentally irresponsible attitude towards consumption.

So, as consumers become more aware of their buying habits, how can stay relevant and continue to sell products?

1. Position products as quality essentials

Focus on creating items that are high-quality and market your products as having more than one purpose.

If your product is something that can be used again and again, this will appeal to those pursuing a lifestyle less centred around consumerism. In other words, think about creating essentials for everyday life rather than trendy one-offs.

An example of how you could incorporate this into your marketing is by highlighting the versatility of one of your products.

For example, show how a dress can be worn for work, nightlife, and casual weekend wear. Emphasise that it's durable enough to last through many wears.

2. Encourage sustainable practices

Another way to appeal to the underconsumption community is by focusing on how you care for the products you sell once they're out the door.

Take inspiration from Patagonia and their Ironclad Guarantee. They repair, replace, or refund every product they sell. If buyers are not satisfied, all they need to do is return their item to the store where they bought it.

This shows a commitment to environmentalism, as well as having confidence in the quality of your products. It will appeal to eco-warriors and under-consumptioners alike!

3. Use authentic and relatable messaging

An important way to embrace underconsumption core is through your messaging.

At the heart of this movement (if you could call it that!) is a return to "reality." Consumers are moving away from the seemingly glamorous life of influencers and back down into the real world where the rest of us live.

You can embody this within your messaging by featuring real, relatable stories and testimonials from customers or even your team.

Try to showcase how real-life people are using their products to make each day better. This will celebrate the true value of your product and present an authentic, genuine perspective that customers can relate to!

Ultimately, underconsumption core is, at its heart, normal core (as many have pointed out).

It's living simply, resisting the temptation to over-consume and follow countless social media trends.

So, to embrace this within your branding means taking a page out of the underconsumption trend book.

It's an opportunity to become more intentional and thoughtful, not just in your messaging, but in your business overall.

-Maggie, Copywriter