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Do I need it? 'Underconsumption core' trends on TikTok
Do I need it? 'Underconsumption core' trends on TikTok

Exhausted from a rising cost of living in the United States and non-stop ads, some young adults on TikTok are pushing back. Over half of Gen Z adults -- age 18 to 27 -- polled in a 2024 survey by Bank of America stated the high cost of living as a top barrier to their financial success, adding that many do not make enough money to live the life they want.