Cover ‘Time to enter your golden era of hydration’ (Photo: Instagram/@stanley_brand)
‘Time to enter your golden era of hydration’ (Photo: Instagram/@stanley_brand)
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Initially, this reusable drink container was supposed to be a sustainable choice—so what went wrong?
You may have already seen the video online of crowds in a Target store in the US rushing to a shelf filled with red or pink reusable drinks cups, jostling to get their hands on the goods. The video, viewed nearly 30 million times on TikTok in the space of a few weeks, immediately caused widespread confusion. What’s so special about this cup? At first glance, not so much.
But the Stanley Cup has become the new must-have accessory in the US. Seen in the hands of numerous stars—including Justin Bieber and Olivia Rodrigo—and influencers, this reusable drink container with a straw has sparked a frenzy on social networks. Today, the #StanleyCups hashtag has racked up hundreds of millions of view on TikTok. In particular, it features on numerous videos showing people unwrapping their holiday gifts.
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The cup’s fans never cease to praise its merits, proudly showing off their collections of Stanley Cups in different colours to match their outfit, nail polish or mood. Some go so far as to add rhinestones, spill-proof stoppers or labels to personalise their precious cup. Others even make special little backpacks in which to carry their cup.
This craze has not failed to raise questions, not least on the environmental front. After all, this flask, which costs around US$50, is supposed to be reusable for life—a supposedly green solution.
Originally, the Stanley brand, created in 1913 by American physicist William Stanley Junior, was associated with tradespeople and hikers. But over the past few years, the brand’s cups have become very popular on social networks, particularly TikTok. This has been partly fuelled by the rise of the #watertok community (hydration fanatics who film their flavoured water preparations in their Stanley Cup) not to mention a well-oiled marketing policy.
Is a Stanley Cup the new tote bag?
This growing popularity (the company is said to have increased its sales tenfold since 2020, according to a CNBC article) nevertheless raises environmental concerns. After all, if consumers are accumulating these reusable cups, are they really such a sustainable purchasing choice? The Stanley brand states on its website that its product is made from “90 per cent recycled stainless steel for sustainable sipping” and that a cup can last a lifetime. However, the constant release of new models and limited editions paradoxically encourages overconsumption, which is harmful to the planet.
Jessica Heiges, project manager for zero waste and circularity at WSP, an environmental consultancy firm, told Wired that “their environmental impact is so huge that just using it a handful of times is far more detrimental than using a handful of disposable water bottles”. From this perspective, she doesn’t hesitate to compare the cup to the phenomenon of tote bags. These reusable shopping bags were billed as ecological alternatives to plastic bags, but their mass production and overconsumption has led them to become more of an environmental issue than a sustainable solution.
... the constant release of new models and limited editions paradoxically encourages overconsumption
According to MIT researchers, a reusable bottle has to be used at least 10 to 20 times before it starts to have less environmental impact than a plastic bottle. Also, “there’s no possible way that they’re going to use the same one over and over again, and therefore reach that environmental breakeven point where it’s more beneficial than plastics,” Heiges adds.
There are no specific studies proving that using a Stanley Cup is more environmentally friendly than using a plastic bottle. However, in 2009, the New York Times revealed that the production of stainless steel bottles uses seven times more fossil fuels, emits 14 times more greenhouse gases and requires hundreds of times more metal resources, when compared to plastic.
So is a Stanley Cup really more environmentally friendly? It seems like that argument no longer holds water.
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