Singapore’s youth embrace underconsumption lifestyle as economic realities bite
Social media posts celebrating frugality have become viral as more Gen Z and Gen Y Asians worry about the cost of living and job security
From unboxing designer lipsticks to reviewing the hottest tech gadgets, TikTok and other platforms turned every swipe into a frenzy of ‘must-buys’ often hyped by influencers.
But the novelty of endless consumption has worn off and a new narrative has emerged on the same platforms that were the gateway to excessive shopping, giving rise to the countermovement among Asian youth: underconsumption.
In the past, Lim Yi Ying, a 35-year-old Singaporean business owner, could spend over S$1,000 (US$767) on Singles’ Day sales, even making repeat purchases without realising.
“During sales, or even when I’m bored, I would open shopping apps and scroll through and just find a reason to buy something – whether you need it, you will find a reason like it’s cheap or on offer or the deal is too good to resist,” the reformed shopaholic said.
“During a sale event in 2021, I accidentally bought two of the same Dyson vacuum cleaners – one on Shopee and another on Lazada. I didn’t even realise I bought the same product until both arrived. When you’re in the mood to shop, you can forget that you already bought it because there are so many purchases.”
