A rising awareness of sustainability issues along with fatigue at influencers has led to a backlash from consumers and influencers alike against excess consumer culture. The Business of Fashion reported in August 2019 that Japanese millennials, for example, were buying used make-up products. The thread’s founders describe it as “a place for those who are on a no-buy, low-buy [plan], or just want to talk make-up and beauty without being bombarded with sales, hauls, and other tempting posts.” In the United States, there is also an increasing trend towards “frugal consumption,” which means people are choosing not to buy new clothes or cars because they can save money on other things.
A rising awareness of sustainability issues along with fatigue at influencers has led to a backlash from consumers and influencers alike against excess consumer culture. The Business of Fashion reported in August 2019 that Japanese millennials, for example, were buying used make-up products. In the United States, there is also an increasing trend towards “frugal consumption,” which means people are choosing not to buy new clothes or cars because they can save money on other things.