Forget avocado toast – why young people are turning to TikTok money trends to get their finances back on track

For years, social media seemed to have one message when it came to money - spend it.

Whether it was designer hauls, luxury holidays or influencers convincing followers they needed the latest must-have product, opening an app often felt like opening your wallet.

But something appears to be changing.

A growing number of young people are using social media to share money-saving tips, budgeting wins and even the purchases they've decided not to make.

Instead of showing off what they've bought, they're talking about what they're not buying.

And judging by the millions of views these videos attract, plenty of people are paying attention.

At first glance, terms like "loud budgeting", "underconsumption core" and "cash stuffing" can sound like just another collection of internet buzzwords. But strip away the hashtags and many of these trends are built around a simple idea: becoming more intentional with money.

That's something that can be easier said than done.

When money is tight, it's often not the big expenses that cause problems. It's the small, everyday spending that slips under the radar. A takeaway here, a few drinks there, an impulse purchase that seemed like a good idea at the time.

None of them feel significant on their own. Together, they can make the difference between reaching payday comfortably and wondering where all your money went.

Learning to say no

One trend that's struck a chord with younger adults is loud budgeting.

Despite the name, it isn't about broadcasting your finances to the world.

It's about being honest when something doesn't fit your budget.

That could mean turning down an expensive weekend away, suggesting a cheaper alternative to a meal out or simply admitting you're trying to save money.

For many people, that's harder than it sounds.

Money can still feel like an awkward subject. It's often easier to invent an excuse than admit you'd rather not spend £50 on a night out.

But being upfront about financial boundaries can remove some of the pressure to keep up with everyone else.

And when socialising is becoming increasingly expensive, that's no bad thing.

The rise of buying less

Another trend gathering momentum online is underconsumption core.

The name might be new, but the concept certainly isn't.

People are posting videos of clothes they've worn for years, beauty products they've used to the very last drop and household items they've repaired rather than replaced.

In many ways, it's a reaction to the culture of constant upgrading that's dominated social media for so long.

Instead of asking "What's the next thing I should buy?", people are asking whether they need it in the first place.

For anyone trying to stick to a budget, that's a useful habit to develop.

A £20 impulse purchase here and a £30 online order there might not feel excessive. But over the course of a year, those spending habits can quietly add up to hundreds of pounds.

Why old ideas are suddenly trending again

Perhaps the most interesting thing about many of these money microtrends is how familiar they are.

Cash stuffing, for example, has become hugely popular online.

Videos showing people dividing cash into envelopes for groceries, travel and socialising regularly attract millions of views.

But the idea itself isn't new.

It's essentially the envelope budgeting method that's been around for decades.

The same is true of many other viral money challenges.

The 100-envelope challenge, which can help people save £5,050 if completed in full, isn't really about envelopes. It's about creating a routine and giving yourself a clear goal.

The challenge has become popular because saving often feels abstract.

When money disappears into a savings account every month, it's easy to lose motivation. Turning it into something visual and measurable can make it easier to stick with.

What these trends get right

One reason these trends have gained traction is that they focus on behaviour rather than complicated financial advice.

Most people already know they should save money if they can.

They know they should budget.

They know they should avoid unnecessary debt.

The challenge is doing those things consistently.

That's where many of these trends can be helpful.

They encourage people to pay attention to their spending, question purchases and think more carefully about where their money is going.

In other words, they promote the same habits that sit at the heart of good budgeting.

But they're not a solution to financial hardship

Of course, social media trends have their limits.

No budgeting challenge can solve the fact that many households are facing rising costs while trying to make their income stretch further.

And if you're already struggling to cover essentials or relying on credit to get by, a viral savings challenge is unlikely to be the answer on its own.

That's because financial difficulties are rarely caused by a lack of budgeting apps, savings challenges or catchy hashtags.

Often, they're the result of income simply not keeping pace with outgoings.

However, some of the habits behind these trends can still help.

Spending a little more consciously, setting realistic limits and identifying areas where money leaks out of your budget can all make it easier to stay in control. You can use our free budget planner to help you do this.

The money saved might be used to build a small emergency fund, reduce reliance on an overdraft or start paying down expensive borrowing.

Those may not sound like headline-grabbing achievements, but they can make a meaningful difference to financial wellbeing.

Why these trends matter

The popularity of these trends says something about how people are feeling about money right now.

For many younger adults, traditional financial advice can feel out of touch with the reality of rising rents, higher bills and trying to make a pay packet stretch further each month.

That's why so many of these trends focus on small, achievable changes rather than ambitious savings targets.

Whether it's thinking twice before making a purchase, being more honest about what you can afford or finding a budgeting method that works for you, the goal is the same: feeling more in control of your money.

And while a viral challenge isn't going to solve every money problem, building better habits can make a real difference over time.

If you are worried about where your money is going every month or your outgoings are often more than what’s coming in, speak to us. We can help you create a budget, and if your money problems are more serious, find the right debt solution for you.