The Spread of An Epidemic: The Stanley Cup

Phenomenon of the Stanley Cup

Is it a cup or a cult? Known for their distinguished large handles, eminent straws and their quenchable Tumbler sizes(Thompson, 2024), these Stanley cups bean to popularise in 2022 by health conscious ladies. According to The Guardian who often described it as an “adult skippy cup” or an “emotional support item”. It makes sense why you would fall victim to this infantilisation. This thirst for craze has spread world-wide which has caused impressionable consumers to camp outsides stores for a water tumbler that has gone viral on TikTok? Would you camp for this overpriced H20 flow state 1.2l tumbler costing a whopping 45 great British pounds?  Most would argue of course. But why is this you may ask? Why are consumers stampeding over this TikTok fuelled transformation of a reusable water bottle when potentially the next best thing is awaiting them elsewhere for a fraction of the price? Why are people falling into this Stanley trap? Whilst in theory, Stanley cups are better than throwing away single use plastic bottles, this glorification of micro trends are not sustainable. The Stanley cup can ideally represent an ongoing  symbol of consumerism. Sure, one Stanley cup will not have a devastating impact, but purchasing numerous Stanley cups because you have an obsessive need to have them in every single colour represents the biases consumerism patterns, we shouldn’t be frolicking it all over social media.

 

Figure 1: Bella Boye of Tampa, Fla., sat in line for three hours outside a Target to get the latest Stanley cup for her collection

Social Learning, Herding and irrational Behaviour.

Suddenly, you're intrigued. Is it the cool design or the practicality? Obviously, it's more than that. It's about being part of the crowd, following the herd, if you will. That's where behavioural economics and herd behaviour come into play. You see, it's not just about rational choices; it's about social influences. As more individuals hop onto Stanley cup bandwagon, demand shot through the roof. It's like a ripple effect – one cup purchase leads to another, and before you know it, everyone's clamouring for a piece of the action. So, what's the deal? Next time you're eyeing the latest trend, pause and think: are you genuinely into it, or are you just following the crowd? Are you purchasing the cup for the Stanley utility or for the social clout it possesses? If you follow the crowd, you therefore act as a prime example of social learning theory. It’s simply where we learn from each other in social settings like when your see your mate rocking up with this Stanley cup and you feel an impulsive urge to buy it. That’s social learning theory in action. Don’t be a slave to social learning theory. This cascading behaviour toward making irrational behaviour is only buying you into the Stanley club. Not the rational decision club.

 

Unveiling The Trend of Overconsumption and Biases in Decision Making  

So why do we buy it? Firstly, as consumers we must admit one thing. It's that our choices aren't always rational. While in theory we always want to maximize our utility. Our decisions and preferences ultimately change with the social surroundings and so on. It's usually not possible to predict such changes. Think about it, when you choose a water bottle, do you feel more comfortable with the Stanley because of its 110-year brand history(Jansen,2013) and reputation for ruggedness and durability? That's the "reference point" working. However, Stanley is a marketing master, using our consumer psychology and different strategies to make us fall into the biases in decision making. Oh, by the way, there is another mental phenomenon that should not be ignored. We believe that an expensive product is likely with high quality. Indeed, they were clever to use the anchoring effect. At first, people will certainly be hesitant because of Stanley cup price, but after a while the price starts to seem reasonable. Especially that these mugs are priced at £42.99 and £44.99, instead of rounded figures like £43 or £45, would give me the impression of being overly thrifty and getting the best deal surely.

 

Of course, many of you may also think like me. I will always use the Stanley cups because they are good quality. If I buy it again after that, I will also choose Stanley. Because I'm used to using it and I'm petrified of the quality will be bad if I choose another cup. God, Forbid I choose a different brand for my tumbler cup.  As in the NYT, Ms Wertner said that when you try to buy one you won't choose any other cup from any other brand. Besides, who doesn't like limited edition, co-branded Stanley Tumblr, and show it off? This shows what Loss Aversion is about. the fear of missing out on such a prized possession can override rational decision-making. The thought of not owning this limited-edition item becomes more salient than the potential benefits of choosing an alternative cup from another brand Whether it's on Instagram or TikTok, the Stanley is always in the hands of those hipsters. It is not only a bottle, but also a symbol of fashion and attitude. Stanley bottle combines durability, eco-friendly, health and fashion frequently appear around us. Owning it is like getting a ticket to the met gala, not only showing your taste, but also highlighting your care for health and the environment. Stanley has successfully emphasised the features of the product, by framing it in such a way to making it the preferred choice among consumers. It’s clear to show that the effect of framing the consumers choice is a prime example on the popularisation of the Stanley.

 

Stanley smart marketing technique trap

Its honestly just a stroke of genius. Amassing an abundance of awareness on social media platforms, people can’t seem to get enough of the cup. Their durable designs  and brand messaging aligns with customer value and deeply penetrates consumer conscious in building trust and loyalty.  As seen the Stanley cup is very clever with its marketing. Some would say psychological.  The psychological sweet spot called the endowment effect. According to CNN, this is where the longer you use something, the more valuable it becomes(Willingham, 2024). Even if the price increases as shown in figure 2, preferences remain unchanged. Being trendy is good; being timeless is better. In this case, Stanley cups have found the equilibrium in fuelling ongoing interest. It’s truly fascinating how they have leveraged social media. By consistently delivering quality and building on this Stanley image, Stanley can capitalise on the law of large numbers. The more exposure the Stanley gains; the larger audience to attracts resulting in a greater probability of turning these generic reusable cup users to devoted customers of the Stanley. By tapping into the endowment effect and leveraging the law of large numbers, Stanley cups continue to stand as an emblem of marketing success and its enduring legacy in the world of tumbler cups will remain unmatched.

 

Figure 2: Behavioural analysis graph of the endowment effect showing a market equilibrium shift in the Stanley Cup industry

References:

Baddeley, M. (2019). OpenMind. Available at: https://www.bbvaopenmind.com/en/articles/behavioral-economics-past-present-and-future/.

Demopoulos, A. (2024). Stanley cups took the world by storm. Then the backlash began. The Guardian. [online] 12 Jan. Available at: https://www.theguardian.com/lifeandstyle/2024/jan/12/stanley-cups-tumblers-water-bottle-trend.

Dornellas, C. (2024). Why Are Stanley Cups So Popular? Exploring the Phenomenon. [online] Rock Content. Available at: https://rockcontent.com/blog/why-are-stanley-cups-so-popular/#:~:text=The%20question%20 [Accessed 18 Apr. 2024]

Horton, V. (2024). Behavioural Economics: Collectibles and Sustainability. [online] Econ Every day for Everyone. Available at: https://econeveryday.com/behavioral-economics-collectibles-and-sustainability/.

Issawi, D. (2022). The Sisterhood of the Stanley Tumbler. The New York Times. [online] 17 May. Available at: https://www.nytimes.com/2022/05/17/style/stanley-tumbler.html.

Jansen, C. (2023). The Rise of the Stanley tumbler: How a 110-year-old Brand Achieved Viral Success. [online] Retail Dive. Available at: https://www.retaildive.com/news/stanley-quencher-tumblers-viral-success/699416/.

Hardcastle, K. (2024). Rethinking The Stanley Cup: The Decline of A Consumer Icon And The Continued Search For Affordable Joy. [online] Forbes. Available at: https://www.forbes.com/sites/katehardcastle/2024/03/03/rethinking-the-stanley-cup-the-decline-of-a-consumer-icon-and-the-continued-search-for-affordable-joy/.

Thompson, D. (2024). Why Did Stanley Water Bottles Suddenly Become a Cultural Phenomenon? [online] The Ringer. Available at: https://www.theringer.com/2024/1/26/24051178/stanley-cup-trend-social-media-how-did-they-get-so-popular.

What is behind the TikTok thirst for Stanley water cups? (2024). BBC News. [online] 17 Jan. Available at: https://www.bbc.co.uk/news/entertainment-arts-67999424

Willingham, A.J. (2024). Why people are so obsessed with those colorful Stanley cups. [online] CNN. Available at: https://edition.cnn.com/2024/01/10/style/stanley-cup-craze-explained-cec/index.html#:~:text=Lindsey%20also%20cites%20the%20endowment [Accessed 18 Apr. 2024].