The customer experience (CX) narrative has significantly evolved, transitioning from physical interactions to incorporating digital and social realms. Initially, social media platforms were spaces for sharing personal stories, historical facts, and niche interests like gaming and sports. However, the rise of influencer culture marked a significant turning point for modern CX. Like a moth to a flame, influencers captivated audiences with "day-in-the-life" videos and sponsored content, creating a virtual window into seemingly unattainable lifestyles.  

It also became normalised for influencers to share their expansive wardrobes, makeup collections, and collector items that they have amassed. This phenomenon became symbols of exclusivity and allure, fuelling a culture of overconsumption. Viral trends further epitomised this era of excess. The Stanley cup phenomenon, where consumers collected multiple tumblers in various colours, and the rise of WaterTok, showcasing extensive drink mix collections, exemplified the allure of material accumulation.

The rise of underconsumption

Yet throughout 2024, social media witnessed a countermovement challenging the culture of consumerism – Underconsumption. Social media personalities began reflecting on their histories of overconsumption, inspiring viewers to adopt more sustainable practices. This has given rise to initiatives like "Project Pan," urging makeup enthusiasts to fully utilise their existing supplies before acquiring new ones. This movement echoes the earlier impact of Marie Kondo's viral decluttering philosophy which asked, "Does this spark joy?" prompting individuals to part with items failing to bring satisfaction or serve a purpose.

These shifting habits have birthed underconsumption communities online, advocating for the responsible use of possessions and encouraging purchases based strictly on necessity. A period of critical self-assessment ensues, prompting individuals to distinguish impulsive, trend-fuelled desires from genuine needs. Underconsumption at its core encourages normal consumption, standing out starkly in a world saturated with excess.

Economic, environmental, and cultural influences driving this shift

Several factors contribute to this shift from overconsumption to more mindful and rational purchasing habits:

1. Economic factors: With global economies grappling with challenges such as downturns, inflation, and rising living costs, many individuals face reduced disposable income. A survey on voice of consumer lifestyle found 50% of respondents plan to save more whereas 30% plan to reduce their overall spending (Euromonitor, 2024).

2. Sustainability concerns: Heightened awareness of environmental issues is shaping consumer behaviour. A study by Simon-Kucher (2024) found that 71% of consumers across the globe find environmental sustainability to be important. Sustainable brands, prioritising eco-friendly practices, are increasingly favoured as consumers strive to align purchases with eco-friendly values.

3. Mindful consumption: Movements focused on minimalism and intentional living promote reconsideration of purchasing habits. This cultural shift highlights experiences and quality over material accumulation, with many adopting minimalism, embracing uncluttered lifestyles and meaningful decisions (The Straights Times, 2024)

Implications for CX in an evolving consumption landscape

As the landscape of social media and consumer behaviour evolves from overconsumption to mindfulness, there are significant CX lessons for brands and businesses. This shift presents both challenges and opportunities, urging companies to rethink their engagement strategies and value propositions.

1. Social media's role in shaping consumer behaviour: Social media fosters awareness and dialogue around sustainability, prompting individuals to critically evaluate their consumption habits and align them with more mindful and intentional living. Businesses need to acknowledge social media's role as both a reflector and shaper of consumer trends to effectively engage with a conscientious audience.

2. Evolving customer expectations: Consumers increasingly demand authenticity, transparency, and quality from the brands they support. They expect businesses to demonstrate genuine environmental commitment and offer solutions that prioritise long-term value over short-term gains. This change illustrates that consumers are no longer passive recipients of marketing messages but active participants seeking brands that align with their evolving values and lifestyles.

3. Business adaptation and strategic reimagination: Businesses must integrate sustainable practices at every level, from product development and supply chain management to marketing and customer engagement. Brands must prioritise authentic storytelling and transparent communication, actively participate in social media dialogues, and build lasting, meaningful relationships with their customers. By doing so, businesses can redefine their customer experience strategies, fostering loyalty and thriving in an era marked by conscious consumption and mindful living.

In essence, by aligning with the principles of underconsumption and mindful living, brands can redefine their customer experience approaches. This not only supports sustainable consumer behaviour but also strengthens long-term brand loyalty, ensuring a business thrives in this new era of conscious consumption.