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Pumpkin Spice Lattes and The Patriarchy
In defense of all things ‘basic’
My boyfriend rolled his eyes as I let out a small shriek of delight. Up until this point it had been a very uneventful grocery shop. But as we rounded the corner into the dairy aisle, my eyes fell upon a bright orange carton nestled amongst the other over-priced milk alternatives.
As we drew closer, it became apparent that my favorite non-dairy brand had released a limited edition pumpkin spice coffee creamer. I could practically feel Ben’s exasperation as I flung open the fridge door and excitedly grabbed a carton. With this gesture, I had officially joined the ranks of ‘basic’ women everywhere.
You know exactly who I’m referring to. The women who worship Pumpkin Spice Lattes, have an unparalleled appreciation for autumnal decor, and sport a uniform of circle scarves, stan smiths, and black lululemon leggings.
As I withdrew from the fridge, slightly less enthusiastically, I felt dispirited. Ben never raised an eyebrow when I raved about other creamers. Moreover, he was practically addicted to Starbucks Refreshers™, and yet, I was the only one who felt judged by my beverage preference.
The more I thought about my ‘basicness’ in relation to my male counterpart, the more I became infuriated. This was so much bigger than my taste buds. This was about the profoundly sexist nature of consumer culture exemplified by a $7 caffeinated beverage.
*Cue feminist rant*
The Problem with ‘Basic’
I think we’ve all been guilty of throwing ‘basic’ around as a casual insult, but what does it actually mean?
Calling someone ‘basic’ implies that they lack depth and unoriginality when it comes to their consumer habits. Essentially, it criticizes their participation in mainstream trends. However, this term applies almost exclusively to young women and their consumption of implicit and explicitly feminine items.
As Noreen Malone points out, calling a woman ‘basic’ criticizes her consumption patterns without dismissing consumption itself. “The basic girl’s sin isn’t liking to shop, it’s cluelessly lusting after the wrong brands, the ones that announce themselves loudly and have…
