The rise of social media and influencers has influenced our lifestyle and how we consume goods. Aesthetics and trends make it hard not to follow them, and most trends are expensive at the beginning of the product cycle. The idea of having the latest goods makes you part of a community. According to many YouTube videos, buying things you don't need will leave you broke. The working middle class is losing its status and people continue to work to keep up with today's culture. Millennials and Gen Z reject being influenced and rather focuses on other things plus uses what they already have. It is hard to watch another haul, product view, and being sold on a product through video when you lack the financial backing.

Underconsumption's core is aesthetic and promotes the act of not overconsumpting.  For most people, not buying things is a way to save more money, and being able to decide what to buy is a privilege. As a result of today's society, survival and reaching adult milestones are virtually impossible. Low wages are common among young people. Underconsumption core promotes buying only what you need and embracing what you already have. Gen Z is embracing the underconsumption core due to being affected by high costs. Influencer marketing is all over social media and it's hard to reject it. The shift toward less consumption is partly driven by economic pressures like inflation and debt.

For Gen Z and Millennials, being an adult and starting a life on their own is a struggle. It's difficult to pay rent, work at level entry or go to school due to price increases all over Canada. Underconsumption can lead this generation to make more informed financial decisions. Wages haven't increased in decades, so spending money is hard. In the survey, Gen Z 22-24-year-olds report being more stressed out about their financial situation than Millennials who were 22-24-year-olds ten years ago according to The Hill. Financials sittuation are affecting both Gen Z and Millennials. 

Using the underconsumption core everyday life starts with well-used, second-hand and treasured items. The categories are home, beauty, drinks, clothing, skincare and other essentials. Reduce waste by buying less, reusing items, and overturning the habit of overconsumption. Invest your energy into other activities, such as work, hobbies, exercise, walking, cleaning, updating, finishing tasks, reading novels, free events, etc. Make conscious decisions to consume less and build a savings account. Downsize your lifestyle choices, stop using shopping online apps and wastingmoney on things you don't need. This company means shifting and running errands is what you want in life. 

Today's world is changing with the cost of living, the housing crisis, inflation and so much more. Underconsumption is a wake up call for this generation. Quality and quantity are not the same in 2024. Corporations and businesses are causing the world to become unstable. Throughout 2024, layoffs, wage decreases, and increased competition will put a strain on the middle class. Everyday people are forced to make difficult decisions for their daily survival.