Trending on TikTok: digital cameras, Jellycat plush toys, and lip oils. However, the latest craze isn’t about buying these items but rather abstaining from such purchases. Welcome to the era of “loud budgeting,” a stark contrast to the previous trend of quiet luxury, where individuals aimed to emulate an old-money aesthetic. The concept isn’t entirely novel, as self-proclaimed de-influencers have been dissuading followers from indulging in viral products for the past few months.
A New Category:
Lukas Battle, a writer and comedian, introduced the idea of loud budgeting on TikTok in late December, declaring it an “in” category for the new year. Battle, who humorously originated the term after a night of overspending, emphasizes that loud budgeting isn’t about financial constraints but a conscious choice to refrain from unnecessary expenses. His video on the subject garnered over 1.4 million views, resonating with users who appreciate the approach.
In his explanation, Battle outlines various loud budgeting strategies, including participating in Dry January, opting for grocery shopping instead of dining out, and choosing daytime socializing over nighttime outings. What began as a humorous concept for Battle underscores the genuine financial impact influencers and TikTok trends like quiet luxury can have, especially on younger consumers.
Paycheck to Paycheck:
The prevalence of hyper-commercialization in today’s culture, according to Battle, constantly bombards individuals with consumerist messages. Sophia Bera Daigle, a certified financial planner and founder of Gen Y Planning, concurs, highlighting the lack of nuance on social media. Daigle notes the pressure to keep up with celebrity purchases and the unsustainability of such endeavors, given factors like high interest rates, rising prices, and the resumption of student loan payments. Notably, 62% of Americans are reportedly living paycheck to paycheck, according to LendingClub, making the appeal of loud budgeting more relevant than ever in navigating the current economic landscape.
Encouraging a shift in spending habits, the “loud budgeting” trend, introduced by comedian Lukas Battle on TikTok, is gaining traction. Users are embracing a conscious choice to refrain from unnecessary expenses, redefining their values around spending. Certified financial planner Sophia Bera Daigle applauds this trend, emphasizing the excitement of individuals prioritizing what truly matters. Beyond social media, the impact of loud budgeting is extending to real-life encounters, with people adopting the concept after encountering Battle’s TikTok videos. Embracing financial autonomy, Battle hopes to normalize the idea of abstaining from spending to achieve long-term financial goals. The trend is prompting individuals, like Houston-based marketer Taylor Busse, to rethink spending patterns and opt for thrift shopping and home gatherings.
