Underconsumption: A New Generation’s Values-Based Movement

The underconsumption movement has deep roots, appearing in various forms over the years and always tied to sustainability. Environmental advocates have promoted a similar ethos for years: reduce, reuse, and recycle—the three R’s of my childhood. Underconsumption speaks to all three while inviting in the fourth R: refuse, which invites people to buy less and cherish and maintain what they already own. 

What’s different today, though, is the urgency with which this movement is reemerging, fueled by the rapid acceleration of climate change. As natural disasters become more common and ecosystems deteriorate, the environmental benefits of underconsumption become increasingly more relevant. The trend aligns with sustainable practices and encourages a shift toward mindful consumption. While individual actions may only make a small dent, they set a powerful example, which could pressure larger entities—like corporations and governments—to follow suit. With Gen Z leading this shift, underconsumption aims to represent a call for systemic change that could eventually lead to a broader environmental impact.

Beyond climate, this generation is concerned with ethical labor practices and sustainable living. They recognize that every new product often comes at a cost—to the planet, workers, and communities. For Gen Z, rejecting unnecessary purchases and opting to repair or repurpose items is a form of protest against a system they believe is broken. Statistics show that around 10% of global carbon emissions are tied to the fashion industry alone, and underconsumption becomes more than a lifestyle choice; it’s a moral stance.

The economic aspect of underconsumption also plays a massive role in its appeal. “Spending fatigue” is real, especially with the rising cost of living, and Gen Z is feeling the financial strain. Opting out of unnecessary buying aligns with a broader commitment to financial wellness and stability. By choosing not to buy, especially amid the push for fast fashion and constant tech upgrades, they focus on what truly adds value to their lives without risking debt or straying from their financial goals.

For many, avoiding unnecessary purchases becomes a form of self-care, offering a respite from marketing messages designed to create artificial needs. While Gen Z may lead this movement, the idea of not spending on non-essentials resonates across age groups as more people seek a lifestyle that balances financial stability with intentional choices.

Even brands are beginning to take the hint, with more and more companies pivoting toward sustainability by promoting longer-lasting products, repair options, and even “buy less” campaigns. Brands like Patagonia have long advocated for conscious consumption, and others are now launching initiatives to encourage customers to repair, reuse, or recycle. In an age where authenticity is valued, companies recognize that aligning with Gen Z’s values isn’t just good ethics—it’s also a smart business strategy.

Takeaways for all ages

The underconsumption movement offers lessons for everyone. At its core, it emphasizes mindful spending and the idea that small, intentional choices can collectively lead to a more sustainable world. Whether repairing an item, borrowing instead of buying, or resisting the urge to acquire the latest trends, these actions reduce waste and support a values-based approach to consumption. It’s a call to value what we already have, resist the lure of excess, and embrace a lifestyle that leaves a smaller footprint. In a world constantly pushing us to buy more, this could be the most ethical choice.