After years of TikTok influencers telling us we could find happiness by buying Stanley cups in every colour, people are now pushing back by embracing a simpler lifestyle. It’s called “underconsumption core,” and it’s all about buying and using only what you need. “It's a reflection of the economic pressure,” said François Côté, founder and CEO of Fig Financial. As a response to high prices across North America, the new trend normalizes a low-cost lifestyle. Instead of flaunting the latest sneakers or fashion trends, everyday users on TikTok are now sharing videos of their well-worn shoes and minimalist skincare routines. “It provides a sense of relief,” Côté said. It’s also a shift away from influencer culture, which pushes users to constantly spend on the latest products. This trend has led to almost half of Canadian social media users being persuaded to buy items they see online. It’s yet to be seen if this trend will actually curb spending, but Côté believes that if influencers can increase spending, they also have the power to curb it.