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Why the underconsumption trend won’t have much shelf life in Singapore
The internet buzzword is up against an ingrained shopping culture, not to mention kiasu-ism and the buy-buy-buy in our DNA.
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Another contribution to Singapore’s particular consumer mania is the never-ending calendar of sales from major corporations and brands.
ST PHOTO: KUA CHEE SIONG
Larissa Santhana Nair
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Among the hottest buzzwords across social media platforms is “underconsumption core”. This is where people have started to accept it is okay to stop overbuying and, instead, make the most of what they already have and buy only what they need.
Young people across the globe are starting to understand that the consumption level of celebrities and influencers is out of touch with the reality of most people on an average wage.
