The "under-consumption" lifestyle, which emphasizes buying less and living with only what is necessary, is gaining traction, especially among affluent individuals who seek to minimize their expenses. Rather than indulging in luxury, extravagant travel, or endless shopping, these individuals adopt a more modest way of living, focusing on mindful consumption. This lifestyle has gained attention on platforms like TikTok, where users share grocery lists and decluttered spaces to promote simplicity.

A notable example is Shang Saavedra, a multi-millionaire author and entrepreneur, who practices under-consumption with her family. Living in a four-bedroom home in suburban Los Angeles and driving a 16-year-old second-hand car, Saavedra and her family prioritize saving and investing over indulging in material luxuries. They buy frozen groceries, shop for second-hand children's items, and engage in low-cost activities instead of expensive vacations. Her focus is on investing in education and assets that align with her philanthropic goals rather than excessive spending.

Similarly, Annie Cole, a personal finance expert with a six-figure income, manages her lifestyle by keeping monthly expenses under $4,000. She batch-cooks meals, sells her car, and only buys clothes three times a year. Her vacations are low-cost, using air miles and engaging in outdoor activities like hiking. This approach offers her financial security and the flexibility to live a simpler, more fulfilling life without unnecessary indulgence.

In Las Vegas, Robert Chin and Jessica Pharar, both with six-figure incomes, also adopt minimalism, commuting together and limiting restaurant visits to save money.