‘Beverage girlies’ are sharing videos of themselves drinking a variety of beverages at the same time as performative coping, signifying the ways in which people are dealing with remote work and hustle culture. What does this say about our attitudes toward an increasingly unstable global environment?

After a TikTok moment launched Stanley Quenchers to virality, the brand has strived to maintain its fans by embodying modern wellness and collectibles culture. Their popularity demonstrates how even established heritage products can acquire new meaning when applied to fresh cultural contexts.

Between girl math, girl dinner, Barbie, and all-pink fashion and beauty trends, 2023 was arguably the ‘year of the girl’. Yet while the entertainment industry and social platforms have gone gaga over all things girly, what does 2024 hold in store for media portrayals of femininity and womanhood?

Dunkin', long synonymous with coffee, is now targetting Gen Z with a move toward energy drinks – embracing the shift towards bright, wellness-oriented beverages appealing to younger consumers. This pivot reflects a trend as the brand adapts to evolving ideas around beverage functionality.