As the cost of groceries, electricity, fuel and housing continues to climb, a growing number of Australians are turning to a new type of social media personality for advice, not on what to buy, but on how to spend less.
Known as "frugality influencers", these content creators are attracting millions of views by sharing practical budgeting tips, meal planning ideas, grocery savings and strategies for avoiding unnecessary purchases.
The trend comes as many Hawkesbury families continue to feel the pressure of rising living costs, particularly mortgage holders, renters and young people trying to save for their first home.
Among the new wave of creators is 28-year-old Ally Perdikaris, whose online content encourages people to "normalise a normal life" rather than chasing the luxury lifestyles often portrayed on social media.
"We're so good at making it look so effortless and casual: someone's amazing, amazing life," she told SBS The Feed.
"I wanted to cut through that a bit, just to maybe pop up on some people's feeds to interrupt that kind of scroll."
Rather than promoting products or encouraging impulse purchases, Ally says her focus is on helping people spend more intentionally.
"I don't encourage people to go out and buy things. Instead, I'll encourage them to maybe spend less or spend more intentionally," she said.
Cost-of-Living Driving the Trend
The popularity of frugal living content reflects the financial pressures many Australians are experiencing.
According to research cited by SBS The Feed, 85 per cent of Australians aged between 18 and 24 experienced some form of financial insecurity during the previous year. Around one in five households would also struggle to raise $2,000 for an emergency within a week.
South Australian content creator Kelly, who shares budgeting and bargain-hunting advice online, believes many younger Australians simply haven't been taught the basic money management skills previous generations often learned at home.
"If their parents didn't teach them skills with budgeting or shopping or meal prepping and planning, then they're kind of just being influenced by the next flash of colour on social media," she told The Feed.
Queensland creator Emily says the cost-of-living crisis is pushing more people to search for practical ways to stretch their household budgets.
"Everybody is looking for little things that they can do that'll make big differences. And that's where my content lies," she said.
Financial Stress and Mental Health
The rise of frugality influencers also reflects growing concern about financial wellbeing.
Clinical psychologist Dan Auerbach told SBS The Feed that financial anxiety can stem from a combination of rising living costs, constant media coverage and comparisons with others on social media.
He said budgeting-focused content can provide a refreshing alternative to influencer culture centred on expensive lifestyles and consumption.
"I can understand why it provides real relief and a real sense of the possibility of something better for a generation that's grown up with aspirations that are out of reach for most of us," he said.
However, he warned that even frugality content can create unhealthy comparisons if people begin feeling guilty because they are unable to match the savings habits promoted online.
Practical Lessons
Many of the ideas promoted by frugality influencers are far from new.
Meal planning, shopping with a list, cooking at home, buying second-hand items, repairing rather than replacing possessions and avoiding impulse purchases are all long-standing budgeting strategies that have become increasingly popular as household budgets tighten.
Kelly says some online trends, such as "cash stuffing", have become commercialised, with influencers selling expensive budgeting products.
Her advice is much simpler.
"You don't need all the fancy stuff. If you're really struggling with money, you can't afford to be buying the products from these influencers or content creators to start saving money," she said.
A Familiar Way of Life
For many Hawkesbury residents, particularly older generations and those living in rural communities, frugal living is nothing new.
Growing vegetables, preserving food, repairing household items, buying locally, sharing equipment with neighbours and carefully budgeting household expenses have long been part of everyday life.
While "underconsumption core" and "no-buy challenges" may be the latest social media trends, the underlying message is a familiar one: spend thoughtfully, avoid waste and make the most of what you already have.
As financial pressures continue, it appears a growing number of Australians are discovering that the old-fashioned virtues of thrift and careful budgeting may be more relevant than ever.
Based on reporting by SBS The Feed https://www.sbs.com.au/news/the-feed/article/allys-an-influencer-but-instead-of-selling-things-shes-showing-audiences-how-to-stop-buying/
