Lisbon: A growing movement on TikTok is urging consumers to reconsider their purchasing habits through initiatives like Project Pan. Personal stories, such as that of Rosário Mayer, highlight the shift towards valuing existing items over new purchases as users seek sustainable alternatives amidst rampant consumer culture.
A growing movement on TikTok is urging consumers to reconsider their purchasing habits in light of overwhelming consumerism celebrated on the platform. This shift is being driven by individuals like Rosário Mayer, a 26-year-old from Portugal, who shared her personal journey of reducing excessive clothing purchases and finding value in the items she already possessed.
Mayer began to notice an unmanageable backlog of clothing in her closet, which contributed to anxiety and confusion each time she chose an outfit. “I always felt like I had nothing to wear and realized it was because I had so much stuff that I couldn’t figure out what I wanted or didn’t want to wear,” she said. In an effort to regain control, Mayer sold half of her wardrobe and reported feeling a significant sense of relief afterward. “For the first time, I had thousands of things to wear, more alternatives, and thousands of possible combinations.”
This phenomenon on TikTok, referred to as the “underconsumption core” or Project Pan, encourages users to prioritise using existing items rather than rushing to purchase what is currently trending. TikTok users are increasingly sharing content that promotes buying less and focusing on the quality of what they own. Mayer noted that TikTok users are “begging for relevant, informative, and educational content” as they seek alternatives to persistent consumer trends.
Despite this emerging trend, Mayer pointed out the ongoing presence of consumerist culture on the platform, evidenced by viral products and the popularity of hauls—videos showcasing recent purchases. She highlighted the particularly intense desire for Sonny Angels, small figurines marketed as collectible items that have gained immense popularity among influencers. Mayer observed, “Every day, I saw hundreds of videos of Portuguese girls saying they spent the whole day looking for Sonny Angels. I didn’t see anyone talking about the issue from the perspective of excessive consumption.”
Experts like Catarina Rito, a lecturer in Fashion Sociology and Consumerism at the Universidade Lusófona, contend that the underconsumption core is part of a broader trend that reflects a recycling of past ideas surrounding minimalism and sustainable practices. Rito stated, “The trend of buying second-hand arrived in Portugal a few years ago, but it was already the norm in other countries.” She explained that the current trend may also stem from younger generations’ diminished purchasing power and heightened awareness of environmental issues, forcing them to be more discerning in their consumption choices.
Mayer noted the contradictions inherent in current trends, particularly in light of the recent popularity of sketchbooks and colouring supplies as a means to engage in creative activities away from screens. Though seen as a positive shift, she expressed concern that these hobbies could quickly morph into another cycle of excessive consumerism as items become viral sensations. “I fear that this is becoming another trend of rampant consumption,” Mayer remarked.
In a bid to counteract the superficiality of much of the content on TikTok, Mayer has opted to create longer, more substantial videos that provide deep dives into topics related to sustainable consumption. “I thought no one would watch my two or three-minute videos, but that’s not what happened,” she reported. Her efforts are indicative of a growing appetite for content that prioritises insight over the short-lived gratification of viral trends.
As the consumer landscape on social media continues to evolve, the dialogue around conscious consumption is gaining traction, driven by young voices looking to balance the demands of modern consumer culture with sustainable practices.
Source: Noah Wire Services
