Project pan, no-buy years and mindful shopping: Brand strategy for the underconsumption era

2023 was about “deinfluencing”, 2024 saw the rise of #Underconsumptioncore on TikTok and to kick off 2025, creators are embracing mindful consumption habits by participating in challenges such as project pan or doing “no/low buy” months or even years. Influencer culture has always been tied to materialism. Early vloggers posted fast fashion and high street…