Run, DON’T Walk
February 17th, 2025
Writer: Emily Carlisle
Editor: Megan Lennemann
“Run, DON’T walk!” “My top ten Amazon purchases this month”, “Link to my Amazon storefront in my bio”, and “Five things you NEED for this upcoming holiday season!”
As I lay sprawled on the couch scrolling through Tiktok, an endless stream of such messages flashes across my screen, one particular video urging me to hurry to my local drugstore to purchase what this influencer deems “the best lip gloss she’s ever tried”. As I reach for my shoes to make the trek to my local CVS, I lock eyes on my makeup caddy, already filled with various lip products. Ashamed, I sit back on the couch and turn my phone off. Why was I so easily influenced by an online ad to readily spend my hard-earned money? I’m not usually a compulsive shopper or big spender, so what happened?
If you have ever had a similar experience, you’re not alone. Since its initial release in September 2016, TikTok has amassed over two billion users, 60% of which are Gen Z (Dunn, 2025). In addition to spawning a massive shift in the cultural zeitgeist, TikTok has also caused a drastic increase in spending for the majority of young adults, with 50% of users reporting making an impulsive purchase after watching a Tiktok video (Advantage Solutions, 2023). Although research has found that the majority of these purchases have been triggered by a perfectly curated algorithm designed to target young consumers, the underlying motives to buy are oftentimes far more sinister.
This increase in impulsive spending lends itself to a few different reasons. Content creators who have built a community of viewers on TikTok often push products onto their fans, whether this is through collaboration with a popular brand or by simply sharing their favorite shampoo. Research also shows that 71% of consumers trust influencer opinions (Forbes, 2024), lending credibility to these obvious marketing ploys. In addition, the age-old phenomenon of the need to fit in only drives consumption forward. Social media constantly exposes young people to glamorous snapshots of influencers’ picture-perfect lives, creating unrealistic standards consumers strive to reach. Tiktok’s endless supply of overconsumption in bite-sized pieces often pressures Gen Z users to mold their own lives into their favorite influencers’, giving way to the rise of mega-popular products such as the infamous Stanley Cup and other cult-following merchandise. However, once a trend has passed and a new content creator enters the scene, young people often find themselves staring at a cabinet full of colorful cups asking themselves, “Did I really need all of these?”
Not only do these overconsumption patterns contribute to global issues such as climate change and the depletion of natural resources, but they are also responsible for harming the financial health of our youth. According to the financial news network The Hill, roughly 81% of Gen Z has substantial credit card debt, oftentimes owed to the issue of lifestyle inflation or the increase in spending habits to obtain a more luxurious lifestyle (O’Connell-Domenech, 2024). The pressure for young adults to “keep up with the Joneses” places a significant financial burden on young consumers who are oftentimes only beginning to learn money management skills.
Though this is a depressing fact, not all hope is lost. Many creators on TikTok have started trends emphasizing normal consumption patterns to combat the influence of unhealthy spending habits that are so prominent on the app. Popular trends such as “Project Pan” encourage viewers to use up the products they already own before buying anything new, while “Underconsumption Core” style videos show creators highlighting their normal middle-class lifestyles to connect with their audiences. Understanding the signs of product influence and creating a plan to avoid temptations are also useful tools to avoid impulse spending. In my case, limiting screen time and even switching the type of content that I consume has drastically reduced my feelings of insufficiency and envy of certain creators. So, the next time you’re urged to run, not walk, to obtain the internet’s latest phenomenon, consider what’s really motivating your purchase before lacing up your shoes.
Photo Credits: Matilda Taylor
