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Underconsumption Core- The New Rationing!?

Real Vintage Dolls House

63,033 views

Welcome to the trend for those that don't follow trends — Underconsumption Core.

This sustainability-driven shift is sweeping through TikTok and other platforms and has seen many content creators rejecting hauls, trends, and overconsumption.

In today's video, I unpack this minimalist movement and its distinct parallels to the rationed era of the 1940s, discovering whether this new cultural shift is a positive change overall, or whether make do and mending should be left very much in the past.

From saying no to fast fashion or skipping the latest Amazon “must-haves,” this aesthetic is all about opting out, consuming consciously, and pushing back against the pressure to buy more to be more.

💡 What do we think? Is this real change — or just another internet trend?

Laura's video: Underconsumption Core: Why 1940s Simplicit...

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Intro music: By Caine Laskowski

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20 Comments

@Realvintagedollshouse Creator 1 year ago Pinned

Sorry all, I forgot to tag Laura's video: https://www.youtube.com/watch?v=BhcaP_1KHo4

@beethimbles8801 1 year ago

My lovely husband says that I don’t fall in and out of fashion, rather fashion falls in and out with me. Bless him x

@Underconsumptioncore 1 year ago

We are fed up with crappy products. Older stuff was just made better

@CrashBoomBang78 1 year ago (edited)

At 42, I am TIRED. Everything being so fast-paced and loud and trendy is making my head spin, this constant droning of products and technology and marketed greed feels neverending. I just DON'T understand it. I purchase all my clothing secondhand, wear my shoes until they're worn enough to justify new ones, only recently started considering purchasing a new toaster after the old one that I've had for two decades finally started giving up, threw my balloon whisk out only once a prong came loose and I couldn't fix it, and don't purchase more shampoo until I've used up what I already have. This USED to be normal life! The fact that it's now unorthodox enough to become a trend of its own (oh the irony) is so bizarre to me. I feel suffocated just thinking about the constant flow of cheaply produced crap that is being shoved down out collective throats, I fucking REFUSE!

Edit: Ironically, vintage fashion has become an extremely expensive trend, with authentic 1940s fashion costing hundreds of dollars per piece, and repro brands costing almost as much. I find that very...interesting. I gave it up when I couldn't measure up to all the flawless 1940s women with their massive wardrobes on social media.

@aprildawnsunshine4326 1 year ago

I love how you didn't shy away from the real issues that are fostering this trend, but also managed to stay positive throughout. Not an easy task in today's world. Always feel a little bit like your videos are embodying the spirit of my great grandmothers sharing wit and wisdom from the past. Thank you for what you do

@annaviehland3869 1 year ago

You’ve “influenced” me to be myself and to bring more warmth and kindness to the world (and also, to appreciate pigeons more).

@robinmichel9048 1 year ago

My husband and I own a fairly modest, older house. Weirdly, lots of people think we own the house because we couldn't afford something newer and bigger. Um, no. We like the house, don't need more, and don't want to be chained to a huge mortgage.

@princessdumbarton9877 1 year ago

This is just the way most people lived until about 30 years ago.

@yettawat1564 1 year ago (edited)

Underconsuming is not only wise (a no-brainer as far as I'm concerned), but is a beautiful form of economic protest, and is good for our mental health. Less stuff to manage = less stress.

@hillcountrycottage 1 year ago (edited)

I have ZERO interest in ever becoming a Minimalist……yet I fully embrace and practice Underconsumption core! The two are not necessarily linked. Like you Hannah….I love beautiful items in my home and wardrobe. And I’d say that at least 90% of all of it has been thrifted, gifted, inherited, swapped, crafted, refurbished or repurposed. I love and appreciate their continued usefulness, they beautify my environment and they’re not being thrown into a landfill. We can be very mindful consumers, while also creating an environment that inspires us. It’s a win-win! 😁🙏🏻💕💃🏼

@kallistoindrani5689 1 year ago

"Man, does everything have to have 'core' at the end of it?!" 😂😂😂😂👍👍👍👍👍👍 A very good question!

@xmydearambellina 1 year ago

That little dollhouse with your rings is adorable. Sometimes we might not need something, but if it brings us joy, within reason of course, it's okay (at least to me).

@sandrad9695 6 months ago

At 58, I am finally free of chasing trends. Hallelujah! I like watching your videos because you are the opposite of a trend. You are just yourself, your beautiful, 40’s loving, pigeon loving, funny, smart, dramatic, creative, self. I appreciate you for not being a slave to trends. Your videos resonate with me because what you like and dislike resonate with me. And I like your style and to see what you’re getting up to today. It’s fun when a trend intersects with who you already are. And that seems like what this latest underconsumption trend is. Just keep being yourself and the quality trends will eventually chase you.

@beagleissleeping5359 1 year ago (edited)

I saw a show long ago about how consumerism skyrocketed after the war. They played a 50's tv commercial, "🎶 We can live our lives without a care in our brand new home designed by Frigidaire. 🎶"

@angelikaberber3860 1 year ago

Really great thoughts…I also think it’s important to not confuse underconsumption with minimalism, or a minimalist aesthetic. I have, for instance, learnt a lot from Minimal Mom when it comes to decluttering. BUT, the amount of stuff she declutters constantly, you can see she is also constantly in the shops buying more stuff. So your house looking minimalist does not mean you are not consuming. Neither does your house looking cozy and decorated mean you are constantly buying new things. So I think it’s helpful to differentiate.

@beethimbles8801 1 year ago

Hannah darling girl… you absolutely needed that little tiny sweet joyous mini dolls house. ❤

@gbgirl63 1 year ago

Yes, you are an influencer in a good way. You influenced me to begin to study Great Britain during World War II. We didn't really touch on the subject of the Blitz in depth in school being here in the US but now I know what London and the nation went through. Keep up the wonderful content!!

@freyadelling3876 1 year ago (edited)

There is nothing new under the sun, and history repeats itself. I will never be a minimalist or a maximalist. I am in between. I do like thrifting, I am frugal and I don't consider myself to be in the over consumers statistics. I have never been one to follow trends. I believe I am more like you on the purchasing and having beautiful things in my home aspect. I love your content, keep up the good work! I hope you have a great week!! ❤

@janscimccaw9091 1 year ago

I love your content. I recently pulled up the second story carpet in my 1903 home in Canada. The family had used newspapers as underlay, and guess what?! All of the newspapers are from the 1940s!! (When they did the carpet, i guess). I'm planning on reading my newspapers in the evening. It's going to be exciting to get a glimpse of the past. 🤗

@Ciaccona255 1 year ago

I have lived with matress and tv in my apartment for the last 9 years. No furniture of any kind. I literally purged all the junk in my life to the point i have so little in my kitchen. I have three shirts and two pants. I save the money so i can eat the best food possible. Love it.