From Consumption to Conservation: Is TikTok Growing Up?

January 10th, 2025, marks Quitters Day, the day when most New Year’s resolutions falter. For many, the resolve to spend less, save more, or live more intentionally begins to waver just ten days into the new year. But on TikTok, a cultural shift appears to be holding strong.

In 2024, the platform celebrated "Consumption Core," glorifying luxury shopping sprees, indulgent meals, and aspirational lifestyles. Yet as 2025 begins, TikTok feeds are dominated by No Buy 2025, Project PAN, and other movements championing financial restraint and sustainability. Viral trends like Amex Wrapped—a tongue-in-cheek audit of annual spending—highlight this pivot from excess to mindfulness.

As TikTok faces growing regulatory scrutiny and the looming threat of a ban in the United States, the platform’s shift toward practicality raises questions. Are these trends a genuine reflection of generational maturity and financial realities, or a calculated move by TikTok’s algorithm to retain relevance?

The Consumption Core Era

TikTok’s "Consumption Core" peaked in 2024, when videos glorifying spending dominated the platform. These clips celebrated indulgence and aligned wealth with success. Examples of this trend illustrate its reach:

1. Video 1 (Link):
   A creator walks viewers through their $15,000 haul after a luxury shopping spree in New York. The clip highlights bags from high-end brands, extravagant shoes, and fine jewelry, all presented against the backdrop of a posh hotel room. The video's tone is aspirational, showcasing luxury items as milestones of success and sophistication.

2. Video 2 (Link):
   A food blogger films their experience at Nobu. The meticulous plating and elite ambiance reinforce the association between spending and exclusivity.

3. Video 3 (Link):
   In one of the most self-aware examples, a creator declares they are in their “credit card debt era.” The video humorously chronicles a series of extravagant purchases, including designer shoes and skincare, normalizing debt as a byproduct of lifestyle aspirations.

These videos exemplified "Consumption Core"—a celebration of wealth, luxury, and the symbolic power of material goods.

The Rise of No Buy 2025

In contrast to the indulgence of Consumption Core, No Buy 2025 challenges users to cut back on unnecessary spending and adopt more intentional financial habits. Viral videos showcase creators finding creative ways to avoid purchases while maintaining their lifestyles.

1. Video 1 (Link):
   A creator explains their "no buy" commitment for the year, highlighting strategies like unsubscribing from promotional emails and making the most of free local activities. The video inspires viewers to reconsider how much they actually need to spend.

2. Video 2 (Link):
   A creator documents the difficulties of resisting online shopping temptations during flash sales but emphasizes the rewards of sticking to their financial goals.

3. Video 3 (Link):
   Another creator shares how No Buy 2025 has improved their mental health by reducing decision fatigue and encouraging gratitude for the items they already own.

These videos highlight the emotional and practical benefits of financial discipline, contrasting sharply with the extravagant narratives of Consumption Core.

The Enduring Appeal of Project PAN

Another trend gaining traction is Project PAN, which encourages users to fully utilize products—such as makeup, skincare, or food—before buying replacements.

1. Video 1 (Link):
   This creator films her skincare collection and admits that she has an issue with overconsuming skincare products  

2. Video 2 (Link):
   This creator also mentions that the rise in project PAN may be indicative of a decline in consumer confidence and a pending recession

3. Video 3 (Link):
   A creator proudly showcases nearly empty makeup products, describing the satisfaction of fully using each item.

By focusing on mindfulness and sustainability, Project PAN offers a powerful counter-narrative to consumerism, resonating with audiences seeking both financial and environmental balance.

Enter Amex Wrapped: Humor Meets Financial Reality

Adding a comedic twist to the financial mindfulness movement is Amex Wrapped. Parodying Spotify Wrapped, this trend invites creators to break down their yearly credit card spending.

1. Video Highlight (Link):
   A creator humorously reacts to their Amex Wrapped totals, revealing staggering amounts spent on dining and online shopping.

2. Cultural Impact:
   Comment sections have become confessionals, with users sharing their own spending regrets while pledging to do better in 2025.

The Threat of a TikTok Ban

Overshadowing these trends is the looming threat of a TikTok ban in the United States. Lawmakers continue to scrutinize the platform over data privacy and its ties to ByteDance, a Chinese-owned company.

Creators have already begun addressing their anxieties. Some, like this video, urge viewers to support their content on other platforms like Instagram or YouTube in case of a ban. The uncertainty could be fueling TikTok’s algorithmic pivot toward relatable, practical trends, solidifying its cultural relevance amid political scrutiny.

What’s Driving the Shift?

1. Economic Realities:
Inflation, student loan repayments, and rising living costs are reshaping spending behaviors. No Buy 2025 and Project PAN resonate deeply as younger generations grapple with tighter budgets.

2. Algorithmic Adaptation:
TikTok’s algorithm thrives on cultural relevance. As audiences fatigued from indulgent content, the platform amplified videos emphasizing frugality, ensuring sustained engagement.

3. Generational Growth:
Millennials and Gen Z, shaped by pandemic-era challenges, are embracing financial mindfulness as a way to cope with economic uncertainty.

Will These Trends Survive Quitters Day?

Quitters Day often marks the end of well-intentioned resolutions. But TikTok’s financial trends, tied closely to real economic pressures, may prove more durable. By offering tangible strategies for saving money, No Buy 2025, Project PAN, and Amex Wrapped could outlast the typical resolution cycle.

Conclusion: From Consumption to Conservation

The shift from Consumption Core to No Buy 2025 and Project PAN highlights TikTok’s evolving role as both a mirror and megaphone for societal change. Whether driven by generational maturity, economic necessity, or algorithmic ingenuity, this movement offers a glimpse into changing priorities.

As Quitters Day approaches, the question remains: Will these trends lead to lasting change, or will they fade like so many resolutions before them?