New lifestyle trends are appearing on social networks at ever shorter intervals. For some, consumerism is becoming a means of expressing their identity. But is it genuine or just fleeting? Clara Seyler talks about the ephemeral phenomenon that no one will understand in a few years’ time.
The TikTok trend of summer 2023 was the “Tomato Girl.” Don’t know her? It seems to be a trend mainly among Gen Z, although the topic has found its way from social networks into popular magazines such as Vogue, Forbes, and Stern. “Tomato Girl” is nothing more than a lifestyle defined by certain items of clothing, music, and food. The subtext: If a trip to southern Europe is out of reach at the moment, then buy a piece of it at home. That is, southern Europe as we remember it — with balmy temperatures in the mid-20s [mid-70s in Fahrenheit], no wildfires, and affordable hotels.In keeping with this, another TikTok trend making the rounds is the “Eurosummer.” Under this hashtag, American tourists shared their experiences on summer vacation in Europe on TikTok and Instagram. The Mediterranean region is particularly popular with this trend too. The focus is on levity and enjoyment — a dose of dolce vita and escapism.
As abstract and contrived as these trends may sound at first, they are popular. On TikTok, the hashtag #tomatogirl has 11.8 million views and #eurosummer has 882.7 million, the tagged content consisting of recipe videos (with plenty of tomato dishes, of course), makeup tutorials, and travel reports. So far, so innocuous.
The Power of Comparison
As harmless as these phenomena may seem, we should not underestimate their impact. “Tomato Girl” and “Eurosummer” are emblematic of the beautiful, illusory world that social networks present to their users. Who doesn’t like to take refuge in a few photos of dreamy beaches and romantic summer nights? However, the never-ending stream of videos of a glass of wine at sunset on Capri or a boat trip on the Côte d’Azur can make your everyday life seem very dreary by comparison. Sooner or later, you inevitably reach the point of comparing yourself with what you are seeing online.First of all, it doesn’t matter whether it’s a friend’s account or an influencer’s. The constant comparison gives rise to self-doubt, and the pressure to keep up builds. This is a challenge since the various platforms usually only present a well-curated excerpt from reality. Negative aspects (for example, the price of a product) never appear. The goal is to achieve an ideal that does not actually exist. Who can spend an entire summer on the beach in Portofino? And whether a touch of red lipstick, a long summer dress, or a basket bag can satisfy the longing for relaxation on the beach is also questionable.
The daily confrontation with this embellished form of reality leaves its mark on users and fuels dissatisfaction. Studies by the Ruhr University in Bochum, for example, show that social media use can have a negative impact on self-esteem, especially in people who tend to compare themselves with others offline. For a long-term study by the University of Montreal, researchers observed almost 4,000 young people’s social media use over four years to establish a connection between social media use and the development of depressive symptoms.
Self-Realization through Consumerism
The fast pace of these trends doesn’t exactly pave the way for satisfaction and well-being either. With videos no longer than 60 seconds and an arcane algorithm, TikTok is considered the epicenter of these so-called microtrends, characterized by the fact that they achieve popularity quickly and tend toward oversaturation.The next microtrend is always on its way. “Cottagecore,” “Dark Academia,” “Barbiecore” (yes, the reaction to the movie of the same name), and most recently, “Tomato Girl” are just a fraction of the microtrends that have taken hold on TikTok recently.
But why do these trends work so well? Each trend has its own colors, music, and products. The sum of these elements is referred to on social media as its aesthetic and attempts to reflect the desired lifestyle. “Cottagecore,” for example, is inspired by the romanticization of country life, whereas “Dark Academia” refers to the idealization of elite universities steeped in history, such as Harvard or Oxford. Accordingly, the individual trends are greater than their material parts; they embody a culture and offer the possibility of self-realization. In line with the motto “I buy, therefore I am,” users express their new identities through products that fit the aesthetic. This is not so easy, considering the speed that trends go out of style. Those who try to keep up eventually find themselves in a spiral of consumerism — trapped in a vicious circle that is time-consuming, costly, and only leads to frustration.
09/2023