Gen Z are buying less, reusing more thanks to TikTok viral trend ‘underconsumption core’
Known as “underconsumption core”, it spotlights living sustainably and using what you have, a reversal of the excess and wealth that dominates ad-heavy Instagram and TikTok. Shoppers emptying shelves of Stanley cups after the tumblers go viral on TikTok. Photo: Instagram/@stanleytumbler “When you get 300 videos on TikTok about people who have 30 Stanley cups, … Read more
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