By Lucrezia Spina. Cover image by Antonella Ramos for I’M Firenze Digest.
Can a TikTok trend make life more sustainable? We’re serious. This is what seems to be happening. The famous trendsetter platform launched a new ‘state of mind’ that encourages us to rethink our consumption habits.
The #nospend2024 videos went viral and gained more than 464,000 views on TikTok, emphasising the need not to buy unnecessary products and instead use what they already have.
It may seem uncommon because social media usually encourages consumers to buy more; in this case, they are doing the exact opposite, insisting on quitting our ‘buying craze’ and contributing to sustainability too. When we buy products, we may overlook that they are often produced through underpaid labour, and the packaging is usually plastic, which is difficult to dispose of.
In today’s fast-paced world, we are constantly bombarded with advertising both online and offline, making it easy to overlook how much we spend on unnecessary things, so it could be challenging to quit the habit.
However, this TikTok trend is not only about saving money to protect the environment but also about being more mindful of our spending and prioritising conscious purchases.
If you are curious to know more about this new TikTok trend that’s gaining popularity on social media, especially among Gen Z, read on to learn more.
Why TikTok trend #nospend is a real challenge to respect
Did you know that there is a growing trend among younger people who share their reasons for not buying unnecessary products anymore?
It is good to see that the younger generation is recognising the importance of reducing waste, not just by buying second-hand clothes but also by spreading the message of buying fewer things.
The hashtags #nospendmonth and #nospendchallenge speak for themselves, with 98.2 million and 180.8 million videos, respectively, making it a true green revolution.
But then, how do we carry forward a TikTok trend like this?
The content posted on TikTok is quite diverse, often showing people making lists of what they will and will not spend in the upcoming month or year, tracking progress as time goes by. There is no precise rule; some people prefer to travel, while others prefer dining out and the like.
To get started, just make a list of what you want to use this year and what you don’t want to use, and set a goal for yourself.
To achieve your goal, it may be useful to look for cheaper alternatives or to purchase products, such as clothes, that are more expensive but durable and do not require frequent replacements.
Obviously, this does not mean you should throw things away. Instead, consider selling the products you no longer want to use on platforms like Vinted or Vestiaire Collective. Alternatively, you could give them away as a gift to someone you care about, which is always appreciated as a kind gesture.
Will influencers change their attitude now?
Another crucial point to consider is the potential shift in direction that brands, especially in the fashion and cosmetics industries, might undertake, despite their ‘need’ to constantly release new products and lines for the traditional spring-summer and autumn-winter seasons.
But not only that. If this trend is confirmed, all influencers from Arabia to Korea may change their communication strategies and send more socially responsible messages rather than focusing on maximising the profits of the companies they sponsor.
Just think of the very famous ‘favourites of the month’ trend, which obviously goes against this new conscious wave.
But then, what do you think? Is it just a fad or a long-lasting shift in mindset?
