October 17, 2024
SINGAPORE – If you have been on TikTok recently, you would have stumbled upon a viral trend – “underconsumption core”.
Hearing that underconsumption is trending, you might be concerned about a slowdown in economic activity and a recession.
But fret not, this latest trend does not warrant alarm bells.
Instead, it has TikTok awash with videos of people boasting about squeezing every last drop of make-up out of their bottles, wearing items they have owned for years, or thrifting for clothes instead of purchasing new ones.
Far from being removed from our little island, the trend also has regular Singaporeans getting in on it with individuals sharing about efforts to avoid online shopping or their no-buy challenges where only necessities can be purchased.
This focus on consumption highlights the real issue behind Singapore’s waste problem – it is not just about low recycling rates, but also about the sheer volume of consumption.
“Underconsumption core” is a reminder for us to go back to the basics.
Despite various conceptions of “underconsumption core”, they are underpinned by the same principles.
First, mindful purchasing. Only buy, consume and use what you need. No one needs more than a few pairs of footwear or a variety of make-up kits. When purchasing, opt for durable items that may be more expensive but last longer. This reduces the need for more frequent replacements, and may be more cost-efficient in the long term.
Second, alternative consumption. Consider other options instead of buying items brand-new, such as opting for pre-loved items, renting or borrowing – with renting or borrowing the preferred options if the item will not be used regularly.
Third, responsible resource use. Maximise the mileage of items owned and use them for as long as possible, by repairing or repurposing them instead of throwing them away.
Broken down this way, “underconsumption core” is nothing particularly new.
Personally, my wardrobe and shoe cabinet consist mainly of second-hand and upcycled items that have served me well for years and helped me avoid the need to purchase items brand-new.
I also recall that growing up, it was common for my blankets to be made of a patchwork of excess fabrics, for old T-shirts to be used as rags and for the same soap to be used for showering and clothes-washing.
From the pioneer generation to millennials, these principles have been practised in the past, with limited purchases, hand-me-downs and self-repairs being the norm.
The modest means of past generations often necessitate such practices, but they still remain relevant to Singaporeans who are blessed with higher disposable incomes today, even though many often opt for the convenience of use-and-throwaways.
In reality, these traditional values are as relevant as ever to Singapore.
The average per capita spending on retail (excluding motor vehicles) increased by 17 per cent over the past five years, according to figures from Singapore’s Department of Statistics and the National Population and Talent Division.
While the progress in incomes is to be celebrated, it is concerning that consumption also seems to be going up, with a person generating on average 10kg of e-waste, 36kg of textile and leather waste, and 128kg of food waste over the course of the year in 2023.
Furthermore, the recycling of the waste we have generated is low. Only 12 per cent of waste generated by households and trade premises was recycled in 2023 while the national recycling rate which also includes industrial and commercial waste was 52 per cent.
This 52 per cent figure is the lowest in the past decade and there remains a considerable gap before the national recycling target rate of 70 per cent by 2030 – as outlined in the Ministry of Sustainability and the Environment’s Zero Waste Masterplan – is reached.
Given this, “underconsumption core” is a timely reminder for us to be mindful of our consumption habits.
This latest trend urges us to continue practising the first two of the 3Rs we are all familiar with – reduce and reuse first, before recycling. In doing so, we can make better consumption decisions and be smarter consumers.
Being mindful as a smarter consumer also has the benefit of encouraging businesses to transition towards a more regenerative economy.
Through smart consumption, businesses are encouraged to offer more durable and repairable products, and to adopt more circular business models.
Such an economy which balances economic growth and environmental well-being is desirable given the changing climate. Whether it is “underconsumption core”, “mindful purchasing”, “alternative consumption” or “responsible resource-use”, all these terms reflect the same traditional values on consuming resources mindfully and fostering a sustainable yet comfortable lifestyle.
This approach has the practical benefit of being kind to our wallets, to our environment, and to other people. So, why not?
- Isabella Huang-Loh is the chairwoman of the Singapore Environment Council.