June 17, 2024
WJAR recently interviewed Greg Stoller, Master Lecturer of Strategy and Innovation, to discuss the TikTok trend known as the ‘No-Buy Challenge’. This trend encourages consumers to save their money by refraining from spending on non-essential purchases.
The rules of the No-Buy Challenge are simply to pick a product that you are spending too much money on and stop buying it for a certain period of time. Some people are even vowing off all non-essential purchases, adding additional environmental benefits.
“I see the demographics as being people under 35 years old. This is the generation that will literally spend 15 to 20% more on a product if it’s good for the environment,” Stoller adds.
This trend promotes cost savings and environmental gains, but raises questions about its purpose among participants and may lead to more products being marketed as “essentials.”
