#6 In this solo episode, Brittany explores the latest TikTok trend, "underconsumption core." She discusses how economic factors like inflation and financial uncertainty are driving this trend and examines the deeper motivations behind it, from ethical and environmental values to sheer economic necessity.

Brittany highlights the psychological and social influences on underconsumption core and draws fascinating parallels between this trend and the demand for counterfeit luxury goods. Both, she argues, are responses to income inequality and social signaling.

Citing recent studies and articles, Brittany delves into whether underconsumption core is likely to have a lasting impact on consumer behavior or if it's merely a temporary response to current economic conditions. She also looks at how marketing tactics can shape and sustain such trends.

Join the conversation as Brittany uncovers the complexities of consumer behavior and sustainability, and consider the potential long-term effects of this intriguing trend.

Articles Mentioned in the Episode:

• Fortune Article: "Prada and Dior counterfeits are soaring in popularity because GenZ is trying to ‘achieve a sense of social equality’" Read Here


• City, University of London Report Read it Here


• New York Times Article: "Tired of Influencers, TikTok Users Try ‘Underconsumption Core’ to Cut Costs" Read Here

Brittany | ⁠LinkedIn

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