On social media, young people are speaking out against consumer bidding, disguised advertising and the practice of shoplifting, calling on people to get rid of excess, it says France Press, quoted by BTA.
Enough - repair, recycling, thrift and minimalism, "the core of moderate consumption" is becoming more and more popular in the social network "TikTok" (TikTok). These posts promote a return to simple pleasures and know-how, in stark contrast to the type of content that is popular on the platform.
They encourage a lifestyle of moderate consumption. "Instead of having 15 beauty products or 50 pairs of shoes, have just three," explains French digital behavior analyst Anissa Epranchard.
At a time when everything has become "consumable, from political statements to facial care", this trend signals a "fatigue of consumer content," she believes.
"When someone keeps trying to sell you something and the prices just keep going up, you can end up financially drained," Cara Perez, an American influencer specializing in financial and environmentally responsible issues, told AFP.
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"I use elements from nature to decorate my apartment, most of my clothes are second-hand... I reuse my sauce packaging to store food - it's free and very practical,'' he explains for example internet user in a video published in July on "Instagram" (Instagram).
One after another, the videos show an old piece of furniture inherited from grandparents, mended clothes, a dented pot or household hygiene products that can be used over and over again.
"Unrealistic Practices"
For Anissa Epranchardt, this trend comes from being tired of "unrealistic habits or unjustified spending".
This fatigue is even more noticeable in the United States, where young people are suffering from a price spike following the COVID-19 pandemic.
The user feels "alienated" in an unstable geopolitical and economic context, explains Tariro Makoni, a specialist in the analysis of consumer and social movements.
In "Google" (Google) searches related to "low consumption" nearly doubled this summer in the US, alongside searches for "overproduction" and "The Great Depression".
According to experts, the young generation realizes that they cannot cope with the abundance of popular products on the web.
In search of identity, many young people "gamble" consume disposable and replaceable fashion, explains British content creator Andrea Chong, author of a book on sustainable fashion.
On your "Instagram" she shows her followers how to fix even the most unusual pieces of their wardrobe, like underwear, and transforms a mismatched wedding dress into a tank top.
Simple and durable
"The Core of Moderate Consumption" bets on "imperfect aesthetics" and is part of the search for timelessness that contrasts with trends in "Instagram" and "TikTok", which preceded it.
"I would like this to be more than just a trend," says Chong. "Because for some it is a way of life,", she adds.
Experts interviewed noted a growing appetite for authentic content, moving away from the classic culture of influencers pushing for overconsumption.
Recycling and canning have "become cool," says Makoni. "A similar movement was created after the financial crisis of 2008,", she notes.
More and more young people have developed an environmental awareness, but the main driving force behind this trend remains purchasing power, assures Andrea Chong, who still sees this as a positive change for the planet.
This spirit of "moderate consumption" also hangs outside social networks.
In Washington, D.C., Anjali Zielinski, 42, and her daughter Mina, seven, recently participated in a repair workshop.
In this way, Zielinski hopes to preserve her daughter's boundless creativity, but also to remind her of the "value of things" and "the work necessary to produce them", in a world she sees as increasingly detached from these realities.