The Costs of Virality (Stanley Tumblers, Product Hauls, #TiktokMadeMeBuyIt)
Last year, I talked with someone about Stanley, the infamous construction thermos sweeping the Internet. Then, during the holidays, I saw images of people fighting for Stanley tumblers, yes, fighting and grabbing for a thermos! What about Stanley makes people want to throw away their Yeti and push back their other Thermos to the back corners of their cabinets? I was even more intrigued after an interview with Mrs. Pie (Shelley Jeffcoat) this week - Check it out here. Her daughter couldn't bring Stanley to school because it would be stolen.
What is a Stanley?
According to historical data, William Stanley, Jr. created a vacuum-sealed cup that used steel instead of glass to insulate water in 1914. Initially an indestructible cup for men's workdays, hiking, and outdoor adventures, women weren't at the forefront of the brand. So what changed?
On the verge of being discontinued, The Stanley Quencher enabled viral success with a successful influencer marketing campaign; a mom blogging group led by Utah mom and content creator Isabelle Baker loved the idea of drinking water and having the water be cold all day. The tumbler costs $40. It would then sweep the nation. Stanley revamped their marketing strategy and delivered aesthetically pleasing colors, more pastels, and warm colors that were the perfect accessory.
So why is this an issue?
In 2023, Stanley's sales surpassed $750M due to viral success and influence over women aged 25-55 and Generation Z. People were camping out at Target to get their hands on a New Stanley Tumbler.
Viral trends like Stanley tumblers, product hauls, and #tiktokmademebuyit have enabled people to fork over dozens of dollars in cash to be a part of the community fostered online. While this is not a bad thing, it is when two generations have felt the pains of economic instability, student loan payments, and waves of layoffs.
Marketing strategies target buyers who feel the shockwaves of economic instability and mental health issues.
An AdWeek article states, "A decade ago, 52% of 18-26-year-olds in the U.S. described their mental health as excellent. Today, that number is only 15%. We're seeing a major health issue that's converging social, cultural, and economic factors. Buying all these goods, luxury or not, is not an indication of Gen Z's expedient or exorbitant wealth but a manifestation of our dire need to boost self-esteem and a sense of belonging in society." (AdWeek, 2024)
Can we sit with that? When it comes to money, the problem is not always about the money but our behaviors and feelings that activate our actions with money.
So how do we curb this?
My research, my personal experience, and basic financial education inspired these steps:
Define success. It's essential to define success for yourself. What does life look like without being influenced by others, without watching someone else's life?
Find your people. This is one of the hardest things to do, especially in this digital age, but you have to find loving, caring people who desire to see you win and will also hold you accountable. Finding your people could be attending church, a community group, groups that meet at the library, sororities, etc.
Seek help. I'm not a therapist, but I go to one and have been going for years. Usually, as a preventative measure, when life gets hard, it will eventually get hard. If it's money-related, I highly recommend seeking a Financial Therapist.
Consider the costs. This goes back to #1. Anytime you feel influenced or urged to purchase something, ask yourself how this purchase will impact your future. How will it impact my goals?
Take a break from social media. When I travel out of the country, I rarely use my phone. I usually don't post where I am (safety first) and feel 100% better. I am genuinely in the moment and creating memories. I highly recommend taking social media breaks.
Viral moments are just that, blips of history that will end. But your finances will continue after it. I encourage you to find ways to protect it during blips.
On Jan 28, 2024, at 5:00 pm EST and 4:00 pm CST, I'm hosting Reflect, Connect, and Plan to help us jumpstart our year. I invite you to come and have fun. Let's reflect on 2023 and plan for 2024 together. More importantly, I desire people to interact, connect, and continue building together. Will you join me? Register today, and I can't wait to hear you!
Did you enjoy reading this post? Was there anything I missed?
Sources:
Litman, R. “The Math Isn’t Mathing: Gen Z’s Emotional State and Spending” (AdWeek, 2024)
Mohtashem, D. “Overnight lines and mayhem in stores. It's not a new iPhone — it's a Stanley tumbler” (NPR, 2024)