Commenting on the TikTok trend known as “underconsumption core”, SMU Associate Professor of Marketing (Education) Seshan Ramaswami said that when making their lists, participants would be more conscious of why they are buying things. They may then realise that some purchases are to escape from deeper emotional issues and find healthier ways to address these instead. Assoc Prof Ramaswami also said the underconsumption trend could be a bane for retailers, whose profits are closely tied to consumer spending, but it could also create other business opportunities.
