SCM study: Starbucks still dominates the pumpkin spice social media conversation

A team of faculty and students from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media at Montclair State University released a new study examining 2023 conversations, trends and sentiment on social media about pumpkin spice.

Starbucks, which is often credited with popularizing the fall flavor by launching its Pumpkin Spice Latte 20 years ago, still dominates the social media conversation despite copycat beverages and spawning products in bizarre categories that make pumpkin spice polarizing every late summer and early fall.