Erin Yarwood is a journalism senior and opinion columnist for Mustang News. The opinions expressed in this article do not necessarily reflect those of Mustang Media Group.
I remember bringing a CamelBak water bottle with me to third grade alongside pretty much every other kid in my class. Throughout the years, there has been a definitive group of reusable water bottles that have risen above the rest. Each time a new one takes reign, it is eventually overthrown: Nalgene, S’well, Yeti, Hydro Flask, Stanley, Owala, the list goes on.
While the “emotional support water bottle” trend signifies the uptick in personal eco-friendly practices, it’s also an explicit reflection of modern consumerism and overconsumption. The rise of reusable water bottles was initially tied to sustainability, but along the way, it has become focused on aesthetics, profit and social status.
Like many other types of products, this type of overconsumption leaves perfectly functional older water bottles cast to the side or thrown away.
Nalgene is considered to be the first reusable water bottle that kick started this market. In the 1960s and 1970s, Nalegene — which is still widely sold and used today — was targeted towards a niche group of concerned consumers.
People worried about single-use plastic and their impact on our planet became Nalgene’s biggest buyers. This stapled Nalgene as the original “granola” water bottle for outdoorsy folk.
As reusable water bottles and eco-friendly choices heightened in popularity, other trendy water bottles entered the spotlight. Social media aided significantly in these shifts.
The “VSCO-girl” trend sent Hydro Flask sales skyrocketing around 2020, and in 2024 a viral TikTok of a Stanley Cup surviving a car fire showcased the newest trendy bottle. Today, water bottle culture is hard to ignore. Owning the trendiest new bottle has become a status symbol as a result.
Now, I’m an avid user of my own reusable water bottle, and I take it basically everywhere I go. Reusable water bottles are a very simple way for people to save money and resources over time.
While many of these products are marketed as eco-friendly, the rise of water bottle culture reflects another culture of excessive consumerism. This goes against the very reason why reusable water bottles were pushed in the first place.
The illusion of sustainability is at the core of this cycle. Bottle marketing affirms buyers’ choices, yet consumers are constantly persuaded to replace their products by competitors or with the newest version of the same bottle. Frequently purchasing a new reusable bottle fuels overproduction and unnecessary waste, contradicting the very reasons these products exist.
As soon as a shiny, bright new product comes along, it replaces the prior one. Even when your Hydro Flask still works perfectly fine, you need the newest Owala. And while you’re at it, you may as well get the two-pack. Water bottle culture has transformed the use of a sustainable product into a status symbol focused on trends and profits, not on hydration and eco-friendly habits.
To break this cycle, consumers need to shop for longevity rather than aesthetics. It is hard to resist what’s being marketed towards you, that’s the point. Reshifting our focus to the real reasons these types of products exist is a start.
If your bottle is really your emotional support water bottle, then don’t replace it, no matter the trend. Before replacing your bottle, ask yourself: “Am I replacing it because it’s broken or just because I want the newest trend?” Will this new bottle actually improve your hydration or lifestyle in a meaningful way?
The same principles can and should be applied to other products as well. Water bottle culture is just one example of countless products that are driving excessive consumption globally. Before making any new purchase, consider whether you will benefit from it or if you are falling under the influence of clever marketing.