Viral Consumerism: The Stanley Cup Craze and the Power of FoMO

Modern society is characterized by mass consumption, rapid trend shifts, and a focus on superficial rather than authentic value. Social media platforms like TikTok amplify these trends, turning everyday products into symbols of participation and belonging. This interplay between consumer trends and the need for belonging raises an important question: how does fear of missing out (FoMO) in digital spaces influence consumer behavior? FoMO, driven by the constant flow of curated content on social media, creates urgency and a desire to join viral trends (Przybylski et al., 2013, p. 1841). However, this impulse is shaped not only by individual desire but also by the attention economy, where social media platforms prioritize constant stimulation, and the cultural emphasis on immediacy, favoring quick, surface-level interactions over deeper engagement.   

Understanding FoMO and its roots in Consumerism

FoMO, or “Fear of Missing Out,” is a psychological phenomenon that refers to the anxiety one feels of missing out on potentially rewarding or enjoyable experiences. Its roots lie in the fear of social exclusion as well as the desire to stay connected to one’s peer group. According to Przybylski et al. (2013), FoMO is strongly linked to feelings of insecurity, specifically in terms of autonomy and relatedness (p. 1847). This entails that, in a social context, when someone feels disconnected or left behind, their anxiety increases, potentially leading to compulsive behaviors – like seeking validation through social media or consumption. This drive to maintain social connection can lead people to make decisions such as purchasing items not out of necessity but as a way to avoid feeling left out or socially disconnected.

Modern consumer culture capitalizes on the creation of artificial needs as it exploits the constant dissatisfaction that individuals feel. Jarrell (1960) argues that the media has perpetually pushed the frontier of necessity and made people believe they are lacking something essential. This cultivated dissatisfaction is foundational to consumerism as it drives individuals to purchase products not for their inherent value but to fill a perceived void (p. 360). While this void may feel authentically real to the individual, it is often artificially constructed by external influences, such as media and advertising. FoMO could become a powerful tool in this system, with individuals fearing their exclusion from the latest trend. This emphasis on immediately acquiring the “next big thing” allows consumerist patterns to exploit FoMO and encourage unhealthy purchasing behaviors that in turn makes consumers feel that their social inclusion or worth depends on keeping up with the latest trends, regardless of the actual need for the product.  

The Attention Economy and Immediacy 

The term "attention economy" was first coined by Herbert A. Simon, a psychologist and economist, who argued that attention is the "bottleneck of human thought". Simon's key insight was that human attention is limited, and in an information-rich environment, it becomes the scarce resource that dictates what we can perceive and focus on. Just as money is necessary for purchasing basic needs like food and shelter, attention has become a valuable currency in the digital landscape (Mintzer, 2020). Social media platforms capitalize on this scarcity of attention by continually offering new and engaging content that demands immediate focus. This leads to decision shortcuts where users allocate just enough attention to keep engaging but not enough to critically evaluate content (Nelson-Field, 2020, p. 71). Marketers and media companies exploit this by designing content that is visually stimulating and emotionally compelling, which in turn ensures that users will remain absorbed, but only for short periods of time.  

In a 2024 interview, Anna Kornbluh defines immediacy as the rejection of mediation—the processes that structure and connect experiences, such as art, language, or representations. Mediation allows us to interpret complex systems and contradictions, like capitalism, through tangible forms such as money or art. Immediacy, however, empties these forms of their depth, and instead favors rapid, surface-level consumption rather than critical engagement (McWhinney & Tucker, 2024). This cultural shift promotes thin content – media designed for quick absorption and instant clarity – that dismisses art or ideas that require contemplation as elitist or unnecessary. Kornbluh critiques this intolerance for complexity and argues that immediacy undermines art’s ability to provoke thought, explore contradictions, and foster collective understanding. Instead, immediacy aligns with the demands of the attention economy, which prioritizes speed and simplicity over depth and deliberation (McWhinney & Tucker, 2024). 

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The Stanley Cup Craze as a case study 

Social media platforms such as TikTok or Instagram play a significant role in amplifying FoMO. Through a continuous cycle of notifications, viral posts and influencers promoting limited-time products, platforms like TikTok can contribute to a heightened sense of FoMO among users. According to Jabeen et al. (2023), social media can trigger feelings of anxiety and thus encourage individuals to remain constantly connected, which often leads to compulsive behavior such as refreshing to check for new posts, constantly engaging with content, or in the case of consumer products, making purchases driven by trends rather than necessity (p. 3).  

The popularity of the Stanley Cup is a clear example of how consumerism, fueled by FoMO and trends, influences societal behaviors. The Stanley Quencher, more commonly referred to as Stanley Cup, is a 40-ounce insulated tumbler that has become a cultural phenomenon which sparked widespread interest. Its popularity skyrocketed on platforms like TikTok, especially among younger consumers, with influencers showcasing its design and functionality and gaining thousands of views (Abad-Santos, 2024). Particularly, a TikTok video showing the cup's durability after surviving a car fire, has solidified it as a must-have item (Chayka, 2024). 

Figure 1: Screenshot from TikTok, Danielle (2023)

The Quencher's aesthetic appeal and practical features, along with limited-edition releases and influencer endorsements, have created a sense of exclusivity that drives consumer demand (Wilson, 2024). This exclusivity prompted many to buy multiple tumblers, driven by the fear of missing out (FoMO). However, the product itself is quite durable, which begs the question: why would one need to buy more than one?  

Figure 2: Screenshot from TikTok, Parker, K. (2023)

Despite the cup’s durability, Stanley has fueled over-consumption. The hashtag #Stanley has nearly 3 billion views on TikTok, with users sharing their collections and emotional reactions to receiving the cup as a gift. Its popularity is also tied to hydration trends like #WaterTok, which promotes the Quencher as a must-have accessory (Lamour, 2024). Furthermore, the brand continues to release new products, gadgets, and accessories for the Cup, perpetuating consumerism and encouraging people to buy more unnecessary items—products they will likely discard or never use.   

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Mindfulness and Transparency in Consumption

Moving towards more sustainable applications of consumption will require effort from both the consumers and the corporations. However, challenges involved in this process should not be underestimated. For the consumer, this entails a shift in mindset and behavior. The practice of mindfulness – being aware of how trends influence purchasing decisions, as described by Bhar (2018), can help individuals prioritize their true needs over fleeting desires and instead focus on quality and longevity (pp. 1572-1573). By critically evaluating their true needs, researching products, avoiding impulsive purchases, and assessing a company's alignment with their personal values, consumers can work to counteract the cycle of over-consumption. However, this is not as simple as it might seem. Social pressures, marketing tactics, and the accessibility of cheap, disposable goods create significant barriers to mindful consumption. Incentivising consumers to make these changes might require not only education but also broader cultural shifts that normalize sustainable choices as a standard of modern living.

From a corporate perspective, the challenge is perhaps even more significant. Wang et al. (2023), highlight that the practice of Transparency can enable consumers to make more informed decisions (p. 2). However, while Transparency and sustainable practices can prove useful, companies are faced with the paradox of balancing profitability with ethical responsibility. Corporations have traditionally capitalized on consumer anxieties and the Fear of Missing Out to drive sales. For them, shifting away from this model to instead emphasize long-term value, product durability, and environmental responsibility may not align with immediate profit motives. However, companies that adopt these practices could potentially cultivate brand loyalty and tap into the growing demand for ethical products, thus securing a competitive edge in the long term. Moreover, transparency in advertising and product claims can benefit corporations by fostering trust and mitigating the risks of reputational damage. According to Wang et al. (2023), transparency mechanisms – such as publicly verifiable ad disclosures – can also reduce fraudulent practices and ensure fairer interactions between advertisers, brokers, and consumers (pp. 6-7). 

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Addressing FoMO in Consumerism

In conclusion, FoMO, amplified by the dynamics of the attention economy and the immediacy of social media platforms like TikTok, plays a significant role in shaping modern consumer behavior. Through viral trends and influencers, platforms create a sense of urgency that drives individuals to purchase products, not out of necessity, but to maintain social inclusion or avoid feeling left behind. The Stanley Cup Craze serves as a prime example of how these forces contribute to over-consumption, with users buying into the trend to belong rather than because of the product's inherent value. To mitigate the effects of FoMO-driven consumerism, both consumers and corporations must make conscious shifts. 

Ultimately, however, both consumers and corporations must recognize the interdependence of their actions. While the motivation to prioritize sustainability may initially stem from broader societal concerns, it can also align with individual and organizational self-interest over time. For consumers, sustainable habits can lead to financial savings and a greater sense of purpose, while for companies, ethical practices can build resilient customer bases and long-term success. Achieving this alignment will require a concerted effort to address not just the "what" of sustainable behavior, but also the "why" and "how" in ways that resonate across economic social divides.

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References 

Abad-Santos, A. (2024). The Stanley water bottle craze, explained. Vox. https://www.vox.com/culture/24031385/stanley-craze-tumbler-best-water-bottle  

Bhar, S. (2018). Consuming with mindfulness: Import of Buddhist philosophy for an ethic toward consumerism. Pertanika J. Soc. Sci. & Hum, 26(3), 1563-1578.  http://www.pertanika.upm.edu.my/pjssh/browse/regular-issue?article=JSSH-1933-2016  

Chayka, K. (2024). How the Stanley Cup Went Viral. The New Yorker. https://www.newyorker.com/culture/infinite-scroll/how-the-stanley-cup-went-viral  

Danielle [@danimarielettering]. (2023). Thirsty after you catch on fire? @Stanley 1913 is like no problem i gotchu #fyp #carfire #accident #stanleycup [Video]. TikTok. https://www.tiktok.com/@danimarielettering/video/7301724587488759070  

Jabeen, F., Tandon, A., Sithipolvanichgul, J., Srivastava, S., & Dhir, A. (2023). Social media-induced fear of missing out (FoMO) and social media fatigue: The role of narcissism, comparison and disclosure. Journal of Business Research, 159, 113693. https://doi.org/10.1016/j.jbusres.2023.113693  

Jarrell, R. (1960). A Sad Heart at the Supermarket. Daedalus, 89(2), 359–372. http://www.jstor.org/stable/20026578  

Lamour, J. (2024). Stanley cup craze: Why all the frenzy over these colossal tumblers? TODAY.com. https://www.today.com/food/trends/stanley-cup-craze-rcna132901  

McWhinney, M., Tucker, M. (2024). “A Waxing of Affect:” An Interview with Anna Kornbluh. Negation Magazine. https://www.negationmag.com/articles/waxing-affect-anna-kornbluh 

Mintzer, A. (2020, March 31). Paying attention: the attention economy. https://econreview.studentorg.berkeley.edu/paying-attention-the-attention-economy/ 

Nelson-Field, K. (2020). The Attention Economy Is Coming (Fast). In The Attention Economy and How Media Works. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-15-1540-8_5 

Parker, K. [@justtkass]. (2023). I think i may have too many 😅 #stanleycup #funny #fyp [Video] .TikTok. https://www.tiktok.com/@justtkass/video/7237977256662945070 

Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014  

Stanley 1913 [@stanley_brand]. (2024) "Heat Wave is here! Head to the link in our bio to shop summer Stanleys ☀️ [Photograph]. Instagram. https://www.instagram.com/p/C8FNZrUJUyy/?img_index=1  

Wang, R., Bush-Evans, R., Arden-Close, E., Bolat, E., McAlaney, J., Hodge, S., Thomas, S. & Phalp, K. (2023). Transparency in persuasive technology, immersive technology, and online marketing: Facilitating users’ informed decision making and practical implications. Computers in Human Behavior, 139, 107545. https://doi.org/10.1016/j.chb.2022.107545  

Wilson, B. (2024). How smart marketing, scarce supply and unique colours made the Stanley cup a must-have item. CBC. https://www.cbc.ca/news/business/stanley-water-bottle-marketing-dirty-soda-1.7079479