Internationally recognised art and literary critic, writer and cultural producer. Published in ELLE, Glamour, Esquire and Cosmopolitan; member of the Union of Writers.
In an online world where luxury and opulence are constantly on display – and unattainable for most people – “loud budgeting” makes being on a budget cool and acceptable. The term, coined by comedian Lukas Battle, refers to the practice of loudly and proudly announcing how much money you save on everyday expenses, such as groceries, clothes, or entertainment.
Battle, who has over 1.2 million followers on TikTok, started the trend in December 2023, when he posted a video of himself at a grocery store, shouting “I’m loud budgeting!” as he scanned his items and revealed the discounts he got. The video went viral, with more than 15 million views and hundreds of thousands of comments. Since then, Battle has posted more videos of himself loud budgeting at various places, such as a thrift store, a movie theater, and a gas station.
The trend has inspired many other TikTokers to join in and share their own loud budgeting tips and tricks. Some of the most popular ones include using coupons, cashback apps, loyalty programs, and price-matching. Some users also show off their DIY skills, such as making their own clothes, furniture, or gifts. The hashtag #loudbudgeting has over 200 million views on TikTok, and the phrase has become a catchphrase for many millennials and Gen Zers who are struggling with the rising cost of living and the economic uncertainty caused by the pandemic.
But why is loud budgeting so appealing to the younger generations? According to Dr. Rachel Geller, a consumer psychologist and author of The New Consumer Mindset, loud budgeting is a form of social validation and empowerment. “Loud budgeting is a way of saying, ‘I’m smart, I’m savvy, I’m in control of my finances, and I don’t need to spend a lot of money to be happy,'” she says. “It’s also a way of challenging the social norms and expectations that pressure people to buy things they don’t need or can’t afford, and to show off their wealth and status. Loud budgeting is a rebellion against the consumer culture that has dominated our society for decades.”
Geller also notes that loud budgeting is a reflection of the values and priorities of the younger generations, who are more conscious of the environmental and social impact of their consumption choices. “They care about sustainability, social justice, and ethical business practices. They want to support local businesses, small brands, and causes they believe in. They are not impressed by flashy logos, celebrity endorsements, or mass-produced products. They want quality, authenticity, and uniqueness. Loud budgeting is a way of expressing these values and preferences, and of finding a community of like-minded people who share them.”
Loud budgeting is not only a trend, but also a movement that is changing the way people think about money and happiness. As Battle puts it, “Loud budgeting is not about being cheap or stingy. It’s about being smart and resourceful. It’s about living within your means and being grateful for what you have. It’s about having fun and being creative. It’s about being loud and proud of your budgeting skills. Loud budgeting is a lifestyle, and it’s here to stay.”
