Social media is overwhelmed with “haul videos,” where fast fashion by the bushel and “backups” of beauty products are the norm. Project Pan is ushering in a new era of content that celebrates mindful consumption and resourcefulness.

Instead of showcasing excessive purchases, influencers and everyday users are now proudly displaying their well-used products, sharing tips on how to maximize product life, and encouraging followers to shop their own stash before buying new items.

@abbythebadassmom PROJECT PAN 2025 – I think it needs to happen over here. #projectpan #projectpan2025 #overconsumption #makeupcollection #makeuphoarder #makeuporganization #skincarecollection ♬ Material Girl (2024 Remaster) – Madonna

Project Pan wants to inspire more mindful luxury consumption

The concept is simple: “Pan” refers to hitting the bottom of a makeup container, revealing the metal pan beneath. But the implications of this trend are far-reaching, reflecting a broader shift in consumer behavior driven by financial strain and a growing awareness of overconsumption.

This shift reflects a growing awareness of financial constraints and environmental concerns, transforming social media platforms into spaces that promote sustainable beauty practices and responsible spending habits.

As we navigate the economic landscape of 2025, consumers are feeling the pinch. With inflation pressures persisting and credit card debt reaching alarming levels, many are reassessing their spending habits. A 2024 Discover Personal Loans survey found that consumers’ New Year’s financial resolutions include saving more (42%) and spending less (35%).

Project pan could be the beginning of a pushback against the culture of excess that has dominated social media for years. The beauty industry, with its constant stream of new releases and “must-have” products, is particularly ripe for this reassessment. Instead of showcasing elaborate unboxing videos, people proudly celebrate the achievement of finishing an item rather than acquiring a new one.

The project pan reddit community is now 20,000 strong, and full of members regularly show off their empty products. Project pan videos and posts show people finding new uses for their beauty products, even using pliers to take apart containers in order to empty out every last drop.

The trend is a distinct variation on the pre-pandemic Marie Kondo trend in that instead of only keeping things that spark joy, participants find joy in using things up instead of sending them to the landfill. This shift in focus is not just about saving money, though that’s certainly a significant factor. It’s also about mindful consumption and reducing waste.

The Project Pan trend also highlights the power of social media in shaping consumer behavior. While platforms like Instagram and TikTok have often been criticized for promoting unrealistic standards and encouraging overconsumption, they’re now becoming spaces for consumers to share their experiences with more sustainable practices.

Project Pan but for your wallet

This trend isn’t limited to beauty products either. The principles of Project Pan can be applied to various aspects of consumer spending, from clothing to home goods. It can even be applied to your wallet.

Credit cards are ripe with credits and benefits that are not taken advantage of. Applying the Project Pan principle by maximizing your cards could save you not only money, but time and hassle. Here are three examples:

The Platinum Card® from American Express has a plethora of credits that expire monthly including a Walmart+ Membership, an Uber/UberEats credit and a streaming credit. Those three credits alone come to close to $50/month if you use them or lost opportunity if you don’t.
Many cards, even some with no annual fee like the Bilt Mastercard®, offer cell phone insurance. If you make sure your cell phone payment is on a card that offers insurance, you can cancel coverage from your carrier.
If you have a card with quarterly 5% bonus categories, make sure you are registered so you are getting every cent you can out of your card.

The takeaway

Project Pan represents more than just a fleeting social media trend. It’s a reflection of a broader shift in mindset, one that prioritizes thoughtful spending, waste reduction, and getting the most out of what we already own. Applying Project Pan throughout your finances can result in meaningful savings and satisfaction.

As economic pressures persist, we can expect to see more consumers embracing this approach, challenging the traditional cycle of constant consumption that has long dominated the retail landscape. In a world where financial stress is increasingly common, Project Pan offers a small but meaningful way for you to regain a sense of control over your spending.

It’s a reminder that sometimes, the most satisfying purchase is the one we don’t make at all.

This viral video trend could reshape U.S. consumer behavior in 2025—or even your wallet