A new trend is sweeping TikTok – underconsumption. This isn't a sign of economic hardship, but rather a conscious effort to reduce waste and promote sustainable living.
Hearing that underconsumption is trending, you might be concerned about a slowdown in economic activity and a recession.Instead, it has TikTok awash with videos of people boasting about squeezing every last drop of make-up out of their bottles, wearing items they have owned for years, or thrifting for clothes instead of purchasing new ones.on it with individuals sharing about efforts to avoid online shopping or their no-buy challenges where only necessities can be purchased.
Third, responsible resource use. Maximise the mileage of items owned and use them for as long as possible, by repairing or repurposing them instead of throwing them away.Personally, my wardrobe and shoe cabinet consist mainly of second-hand and upcycled items that have served me well for years and helped me avoid the need to purchase items brand-new.
Furthermore, the recycling of the waste we have generated is low. Only 12 per cent of waste generated by households and trade premises was recycled in 2023 while theThis 52 per cent figure is the lowest in the past decade and there remains a considerable gap before the national recycling target rate of 70 per cent by 2030 – as outlined in the Ministry of Sustainability and the Environment’s Zero Waste Masterplan – is reached.
Being mindful as a smarter consumer also has the benefit of encouraging businesses to transition towards a more regenerative economy.
Sustainability Sustainability Underconsumption Minimalism Thrifting Mindful Consumption
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