Crunchy Lifestyle: A Deep Dive

By: Aisha Zahrany Putri Noor

Edited by: Harlinah Fajula

In 2022, TikTok user Emilly Morrow, also known on the platform as ‘ReallyVeryCrunchy’, gained popularity due to her funny and niche parodies about ‘crunchy moms’ and ‘crunchy living.’ In these videos, she often portrays a typical ‘crunchy’ mom who is obsessed with everything organic and all-natural. To this day, Morrow’s account is still one of the most viewed accounts on TikTok with over nine-hundred thousand followers and sixty millions likes.

Morrow is not the only one making parody videos about ‘crunchy’ mom and the ‘crunchy’ lifestyle. If you look up the hashtag ‘crunchymom’, you either see videos of people making fun of this so-called ‘crunchy’ lifestyle or educational content about living sustainability and “going back to nature.” But what exactly is a ‘crunchy’ lifestyle? And why is it so controversial?

What Does It Mean to be ‘Crunchy’?

If you have been following Morrow for quite some time, you might have an idea of what ‘crunchy’ is. Often, ‘crunchy’ living is associated with veganism, all-natural food, and even cloth diapers. These are all the things you see ‘crunchy’ people, especially ‘crunchy’ mom, talk about over and over. But what does it really mean to be ‘crunchy’?

Simply put, Being 'crunchy' encompasses a holistic approach to life, prioritizing natural living, environmental sustainability, and mindful consumption. The term gained traction in the 1990s as an offshoot of the hippie movement, advocating for organic food, eco-friendly products, and alternative medicine. This means that the goal of being ‘crunchy’ is to be socially and environmentally responsible.

‘Crunchy’ is also often referred to as a parenting style. ‘Crunchy’ parents usually prefer to raise their baby in a certain way, one that does not cater to the mainstream. This can be seen in some of their actions such as exclusively breastfeeding their child, providing only organic food, preferring home birth over going to the hospital, and many others.

A Response to Consumerism

Many people who practice ‘crunchy’ living like to say that they refuse the mainstream way of living. In this context, the term ‘mainstream’ refers to any lifestyle that does not prioritize organic and holistic living. But staying away from the mainstream lifestyle also means refusing to participate in any modern lifestyle that we have today, especially consumerism.

At its core, the crunchy lifestyle serves as a response to rampant consumerism. In a society driven by materialism and mass production, 'crunchy' individuals seek alternatives that align with their values of simplicity and sustainability. They reduce waste through practices like composting and recycling, support local artisans and farmers markets, and embrace minimalist living.

Moreover, the relationship between consumerism and inflation fuels the appeal of the crunchy lifestyle. As the cost of living rises, many turn to sustainable practices not only as a means of reducing expenses but also as a form of resistance against the cycle of endless consumption.

These are some examples of ‘crunchy’ living practices:

  1. Recycling.

  2. Being a vegetarian or a vegan.

  3. Eating ‘real food,’ which means avoiding non-organic ingredients.

  4. Using alternative medicine and natural remedies.

  5. Supporting local businesses.

  6. Practicing minimalist or frugal living.

The Dark Side of ‘Crunchy’

Unfortunately, like many things, the ‘crunchy’ lifestyle is not all sunshines and rainbows. While living sustainably and advocating against consumerism is commendable, there have been many questions about privilege and the extreme beliefs within the ‘crunchy’ community.

Privilege and exclusivity are some of the many discussions surrounding ‘crunchy’ living. Part of ‘crunchy’ living is buying fresh and organic food, but in some places, these kinds of food are much more expensive than others. Practices of ‘crunchy’ parenting such as breastfeeding exclusively and practising home birth are also instances of this privilege. Not every mother has the time and space to breastfeed their baby, some are working moms and some may be physically unable to do so. The same point applies to home birth. In some cases, it may be too dangerous for the mother to do it.

This reality means that only those with sufficient socioeconomic resources can fully embrace the ‘crunchy’ lifestyle, while others may be left out due to financial or social constraints. Moreover, the ‘crunchy’ community is notorious for shaming people for not being “crunchy enough” while turning a blind eye to the privilege that they have to live ‘crunchy.’ In this sense, the ‘crunchy’ lifestyle perpetuates a class division, where those who can afford it enjoy the perceived moral superiority of their choices, while others are excluded and shamed.

The ‘crunchy’ community also has problems with extremist and extreme beliefs which leads to harmful ideologies and behaviours. One notable example is the prevalence of anti-vaccine sentiments among the community. Despite overwhelming scientific evidence supporting the safety and efficacy of vaccines, many ‘crunchy’ parents refuse to vaccinate their children with the belief that the government is conspiring against them through vaccines, putting not only themselves but also their communities at risk of preventable diseases. This anti-vaccine stance underscores the danger of prioritizing personal beliefs over established scientific consensus, highlighting the potential consequences of extreme ideologies within the crunchy community.

To Be ‘Crunchy’ or Not To Be ‘Crunchy’

In a world where consumerism is becoming the norm and prices are at an all-time high, ‘crunchy’ living has become a symbol of resistance. At its core, the ‘crunchy’ lifestyle advocates for sustainability and environment responsibility. However, it is clear that the ‘crunchy’ community is not perfect. The ReallyVeryCrunchy TikTok videos may be parodies, but it certainly reflects on some of the extremist and out of touch members of the crunchy community. This begs the question: should you practise ‘crunchy’ living?

To answer this question, it is crucial for us to acknowledge all the sides and aspects of the ‘crunchy’ lifestyle. With the rise of inflation, the anti-consumerism aspect of ‘crunchy’ living may be a good choice for most. The sustainability and environmentally responsible aspect of ‘crunchy’ is also a good thing to follow, considering the state of our Earth now. However, it is also important for us to acknowledge that not everyone can afford, both economically and socially, to do so. It is also crucial for us to stay away from the extremist side of ‘crunchy.’ Thus, much research and consideration is necessary to decide whether you should or should not be ‘crunchy.’ All in all, the best practice of this lifestyle is to make sure that you not only do what is good, but also what you can afford.