The buzz over the latest edition of the Stanley Cup has taken social media by storm. The 40-ounce variety of the cup gained traction in 2020 and has since maintained its status as the ‘it’ water bottle. This isn’t the first time Millennials and Gen Zers have obsessed over reusable water bottles, most notably with the Hydro Flasks and YETI brands.
But right now, viral trends are born on TikTok, making the Stanley Cup the new-and-improved tumbler. While most of its success can be attributed to its reputation online, a portion can also be linked to the limited edition appeal of the product. The regular 40-oz cup retails for up to $45, but the limited editions, which sold out in mere minutes, can be resold for between $200 and $300.
What the Starbucks x Stanley Collab Tells Us About Society
Two Target-exclusive Stanley tumblers were released at the beginning of the year as part of the ‘Winter Pink’ Valentine’s Day collection in collaboration with Starbucks. Many have come across videos of crowds—seemingly ordinary, well-adjusted members of society—stirring up mosh pits in stores, all in pursuit of these cups.
Let’s face it. These cups are just another manifestation of status symbols dictating what is considered ‘cool’ in society. So, it should come as no surprise that people are creating mayhem in Target over glorified water bottles.
PHOTO: STARBUCKS; TARGET; TMX
The answer can be found in hype culture, also referred to as crowd mentality, which is known to foster a sense of belonging to a community. Gen Z values online communities more than other generations, and it’s not by chance that this generation influences everything, from micro-trends like the latest ‘mob wife aesthetic’ to the broader #TikTokMadeMeBuyIt movement.
It is the same sense of community online that led to a series of boycotts amidst the breakout of the Israel-Hamas War. Campaigners focused their criticism on Starbucks when the company filed a lawsuit against its union, Starbucks Workers United, alleging trademark infringement. This legal action was initiated in response to the union’s sharing of a “Solidarity with Palestine” post.
The boycotts are alleged to have impacted the company’s revenue growth, with international same-store sales growth of 7%, falling short of the projected 13.2%. Unfortunately, it wasn’t long before the momentum of the boycott fizzled out, overshadowed by the introduction of new winter menu beverages or the unveiling of a shiny new pink cup in collaboration with a trending brand.
It’s no secret that FOMO marketing capitalizes on the human desire for instant gratification, making individuals prioritize immediate pleasures or ‘must-have’ products over sustained commitment to social movements. The Stanley cup craze reflects the transient nature of activism on social media, where long-term social issues may lose traction quickly in the face of what’s popular at the moment.
The Irony in Overconsuming a Reusable Bottle Meant to Minimize Consumption
While it’s all fun and games to keep up with a new fad, there’s a darker side to this trend-chasing lifestyle. Stanley markets itself as being ‘Built for Life,’ and the reusable nature of its products means they are designed to contribute to the reduction of disposable waste.
A viral video even showcased a Stanley tumbler surviving a car explosion – talk about durability! Heck, for the price alone, it’s implied that one bottle should be enough to satisfy your hydration needs for years, if not decades. Yet, the constant pressure to stay relevant pushes consumers to overconsume, buying more cups than they actually need just to ride the trend wave.
It’s enjoyable to jump on these trends; I get it. But it’s important to think about what might happen if we completely go along with them just because they’re blowing up on TikTok or that a rich influencer can’t stop talking about all their new cups. Of course, occasionally acquiring a new cup is harmless, but getting five or six Stanley cups today because you need every color and then going for five Owala bottles next week because they’re the influencer product of the moment? That’s not the kind of pattern we should be cheering for.
PHOTO VIA X (FORMERLY KNOWN AS TWITTER)
As consumers, we can demand transparency and responsible practices from companies, which involves scrutinizing the entire life cycle of products promoted as sustainable. We should urge companies to prioritize social responsibility rather than solely focusing on aesthetically pleasing designs.
Consumer empowerment and activism have become powerful forces in influencing companies to adopt more ethical and sustainable practices. This trend is facilitated by various factors, including:
- Social media allows for real-time communication between consumers and companies. This immediate and direct interaction empowers consumers to voice their concerns, ask questions, and demand accountability from businesses.
- Consumers have the ability to organize and participate in boycotts against companies with unethical practices. Conversely, they can also support businesses that align with their values, creating a market-driven incentive for companies to adopt more responsible practices.
- Public perception and reputation are crucial for businesses. Negative publicity resulting from unethical practices can significantly impact a company’s brand image and financial performance. This awareness encourages companies to prioritize ethical considerations to maintain a positive reputation.
- The collective voice of empowered consumers can contribute to a broader shift in corporate culture. Companies may realize that aligning with ethical and sustainable values is not only a consumer demand but also a strategic imperative for long-term success.