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The trend is an offshoot of “de-influencing,” which involves creators sharing negative experiences with trendy products and telling viewers not to buy them.

“We need to make a shift in who we’re following,” Ms. Pexton said. “We are in control of our algorithm.”

TikTok users pointed to several reasons for turning their backs on influencer recommendations. Many said it wasn’t relatable or realistic to live like the influencers they saw, while others cited economic hardships or wanting to live more sustainably.

this latest movement can be seen simply as part of a broader pattern of consumer spending that dates back 50 years

After a major economic downturn, usually about every decade or so, a similar back-to-basics trend follows, Mr. House said. Take the 2008 financial crisis, for example, when a “new intensity around artisan goods and experiences” arose in opposition to mass-produced products from big brands, he said. We couldn’t stop drinking from Mason jars then, as many are doing again now.

This recent cycle may have begun in the wake of post-lockdown “revenge spending,” when shoppers bought large amounts of goods to make up for time lost to the Covid-19 pandemic. As that boundless period gave way to the “vibecession,” a term for consumers’ general feelings of anxiety about the economy, many people responded by tightening their budgets, which has brought us to the era of “underconsumption core,”

Mr. House said that people should think about the downward shift as appropriate consumption rather than underconsumption.

“There’s little new here beyond the names we’re giving macroeconomically induced changes in consumer behavior and the pace at which we’re casting one meme off for the next,”

Ms. Wiebe, 30, a communications manager for a legal nonprofit in Ohio, began to notice her own spending habits late last year. Now she considers herself a “de-influencer” and creates videos that call out unnecessary and wasteful products.

“It’s pretty rough out there,” she said. “I think people are just enjoying a slower-paced life, and they’re not looking for stuff to fulfill them, in a way. They’re being more creative.”

They’re also wanting to stand out, Siegel said.“We’re tired of looking like everyone else,” she said. “Having that all-white house that’s soulless and boring — we want color and patterns and more character.”

Between increased anxiety around climate change and the cost of living, “Flagrant displays of wealth that were once aspirational are now insensitive, out-of-touch,” Jade Taylor, a TikTok creator who posts about sustainable fashion, wrote in an email.