Underconsumption-Core: The TikTok Trend Redefining How We Decorate Homes
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Why “Underconsumption-Core” Is Going Viral Across TikTok & IG
On TikTok, a growing number of creators are embracing a lifestyle of intentional fewer purchases and more meaningful design — filming room refreshes without major new haul buys, instead re-using, repurposing, and investing in quality.
This movement is labelled “Underconsumption-Core” and already has millions of views. Better Homes & Gardens
For the home décor market, this means consumers are increasingly searching for “timeless furniture pieces,” “quality over quantity décor,” and “minimal buy home design ideas.”
Aura Home can tap into this by positioning pieces not as seasonal buys but as long-term investments in a home’s evolution.
1. Choose Quality Over Quantity
Underconsumption-Core emphasises buying less often, but buying better.
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Prioritise furniture with lasting materials (solid wood, quality upholstery) rather than fast-trend items.
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Choose décor that fits multiple styles and evolves with your space.
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Avoid the “haul” mentality; focus instead on adding one standout piece that uplifts the room.
2. Re-Use, Re-Purpose & Upcycle
Instead of replacing everything:
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Refresh an existing sofa with a new premium cover or accent cushions.
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Use décor pieces across rooms (e.g., a side table becomes a plant stand).
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Highlight second-hand or vintage finds: they align with the trend’s ethos and add character.
3. Timeless Design + Neutral Base
Since the trend is about longevity, focus on design elements with enduring appeal:
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Neutral base colours (warm greys, off-whites, greige) so the room remains adaptable.
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Clean lines, minimal ornamentation that won’t clash with future shifts.
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Accent pieces can bring personality — but the furniture should last years.
4. Styling Checklist for underconsumption-core Spaces
✅ Keep major purchases limited — aim for one strategic buy per quarter
✅ Choose materials built to last and styles built to evolve
✅ Repurpose an existing piece before replacing it
✅ Maintain a neutral base so accent changes are low-cost
✅ Use décor that tells a story — vintage, handcrafted, sustainable
Aura Home Messaging & CTA
At Aura Home, we believe in smart, timeless design. Our upcoming collection features pieces made to last — premium materials, elegant style, and thoughtful design that fits the underconsumption-core mindset.