Zeno Thinks: Winning Over the Anti-Consumer: How to Sell When People Don’t Want to Buy

What if the next big thing... was buying nothing at all? Between the constant pressure to buy and the rising cost of living, some consumers are hitting pause on spending altogether. Movements like “No Buy 2025” and “Underconsumption Core” are gaining traction across TikTok and YouTube, reflecting a cultural shift where less is more and shopping becomes a statement, not just a transaction.

Underconsumption Goes Viral

While the term ‘anti-consumerism’ emerged in the 20th century, its themes of resistance to excess and prioritising values have ancient roots. The modern revival, however, stems from more than just economic pressure. Anti-consumers aren't just frugal; they’re often driven by environmental, political, or personal values. From “shopping their closet” to finishing all their beauty products before buying more (#ProjectPan), this audience is choosing intentional consumption as a form of self-expression.

While trends come and go, the popularity of these movements reveal deeper discontent with needless, impulse buying. Gen Z, in particular, is driving this change, choosing brands that align with their values over those that simply shout the loudest. Sustainability and ethical practices have become key differentiators for consumers deciding which brands to support and which to leave behind.

Marketing To Value-Driven Consumers

Traditional marketing isn’t cutting through like it used to. With over a third of UK consumers planning a “digital detox” for 2025, in-tune brands are increasingly switching to in-person marketing and organic engagement (see Patagonia’s Worn Wear pop-up). By creating spaces for self-ownership and participation, like pop-up events, local collaborations or workshops, brands can find novel ways to communicate their identity in a saturated market.

Brand loyalty is harder to win – and easier to lose – than ever before. Just ask Target, which faced a wave of boycotts after backtracking on its political and economic support for disadvantaged communities. In the age of social media and consumer activism, silence in response to backlash often deepens mistrust and signals a disconnect between a brand and its audience. Transparency and clear communication aren’t optional – they’re essential.

The Bottom Line

Anti-consumerism might not topple big brands, but it’s reshaping the rules of engagement. Today’s consumers want more than just products. They want purpose. The brands that succeed will be those that respond not just with ads, but with empathy, relevance and real value.

5 Tips For Navigating A Market Of Restraint

Here are five practical steps marketers can take to connect with today’s selective shoppers:

1. Emphasise Value, Not Just Price
   While affordability remains a major concern for consumers, research shows that quality and trust are still decisive factors in purchasing decisions. Rather than focusing solely on price, brands have an opportunity to highlight the quality, longevity, and identity that today’s consumers actively seek.
2. Simplify Your Offerings
   With thousands of ads hitting consumers daily, simplicity is refreshing. This can be achieved by simplifying product lines, removing unnecessary clutter from physical and digital touchpoints and standardising packaging and branding.
3. Dial Down the Flash
   Avoid flaunting luxury. Tone-deaf marketing can alienate during hard times. Instead, expand and improve core offerings to build trust and appeal across income levels.
4. Know Your Customer, Deeply
   As consumers make more deliberate choices, companies must understand their value proposition and leverage their unique brand identity to connect with their customers. Loyalty grows when consumers feel seen.
5. Localise Your Messaging
   Customise content by region and income bracket. What resonates in one market may fall flat in another, each shaped by its own priorities, pain points and purchasing behaviours.

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