{"id":1080,"date":"2024-10-15T08:42:00","date_gmt":"2024-10-15T15:42:00","guid":{"rendered":"https:\/\/dornsife.usc.edu\/scribe\/?p=1080"},"modified":"2026-04-24T08:43:56","modified_gmt":"2026-04-24T15:43:56","slug":"is-granola-culture-really-green","status":"publish","type":"post","link":"https:\/\/dornsife.usc.edu\/scribe\/2024\/10\/15\/is-granola-culture-really-green\/","title":{"rendered":"Is Granola Culture Really \u201cGreen\u201d?"},"content":{"rendered":"\n\n\n\n\n \n \n\n\n\n\n\n\n\n
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Is Granola Culture Really \u201cGreen\u201d?<\/h1>\n\n\n<\/div>\n \n \n By<\/span>Emerson Damiano<\/strong>\n \n October 15, 2024<\/span>\n <\/div>\n<\/div>\n\n\n <\/div><\/div>\n\n \n \n\n\n\n\n\n\n\n
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What is a Granola Girl, and How Can I Become One?\u00a0<\/strong><\/p>\n

Granola girl: we\u2019ve all heard the term. Whether they be male or female, a granola girl is a person who likes hiking, visiting national parks, and participating in other outdoors-y activities. Don\u2019t be surprised if you see them sporting tie-dye, wearing Chacos, drinking out of a Camelbak, or even eating trail mix. Earth tones are an absolute necessity to this style, especially in corduroy, denim, linen, and fleece. Plus, they always have their fingers stacked with rings found at the local flea market (2). Granola girls also tend to be sustainability-oriented. Whether it be making a trip to the thrift store, cooking a new *in* Vegan meals, or practicing capitalist counterculture, granola girls are proud environmental advocates.<\/p>\n

In her Youtube video offering styling advice to wanna-be granola girls, \u201cA History of the Granola Girl Aesthetic and How to Style It,\u201d Em\u2019s Wild World ironically claims that granola culture is different from many consumer-oriented fashion aesthetics (3). But is the granola aesthetic really a counterculture to \u201ccapitalism\u2019s dark underbelly,\u201d as she states?<\/p>\n

The idea of granola girl or granola culture is actually just a new term for hippies. According to slang.net, the term granola, as describing hippie culture, comes from the granola that many hippies consumed and supported as a trail snack in the 1960s. A huge ideology still recognized by those who created the granola culture aesthetic is keeping Earth clean, thereby representing their political beliefs in an outward expression of style. Although it first started as a hippie movement, the trend of environmentalism and \u201cclean\u201d living that can be associated with granola culture soon diluted on social media platforms such as TikTok, Instagram, and Reddit. Many social media influencers who advocate for organic food consumption, the importance of spending time outdoors, healthy and athletic lifestyles, such as @quingable or @miss.rover, have taken to the granola girl culture (5). This has pushed granola culture into a different direction entirely; a direction more oriented towards capitalism than ever before.<\/p>\n

We can see many granola heads in stereotypically \u2018outdoors-y\u2019 states such as Colorado and California. Many of the people living in these states are often described as \u201ccrunchy\u201d by outsiders; according to etymonline.com, crunchy is a word that also describes people who don\u2019t subscribe to modern medicine, who engage intensely with hippie culture, and who are frustratingly intense about healthy living and environmental issues (6). Thus, trends such as the \u2018almond moms\u2019 and health and wellness self-help gurus have expanded from this crunchy definition, turning granola girl, granola head, and\/or granola culture into a fab-inspired, capitalism-driven trend.<\/p>\n

In addition to familiar claims that anyone who enjoys going outdoors and Patagonia is considered \u201cso granola,\u201d the Jetset Times discusses the van lifestyle stereotype that follows closely behind granola. Van lifestyle can be described as people leaving behind their regular homes and jobs to go across the country from national park to national park (7). Oftentimes, an influencer lifestyle goes along with van life, and people will document their experiences as they go. This leads to more granola content entering the media, thus expanding its market.<\/p>\n

There are many steps one must take to successfully fit the granola girl style, and the biggest part of the trend is clothing. One search on Pinterest, according to Youtuber Em\u2019s Wild World, describes the essential items to be purchased to achieve this style. Much like reminiscing over the 70s chic hippie style, granola girls should attempt to remix clothes they already own, thrifting new clothes, and sticking to natural materials (8). Purchases can also be made on Etsy or Depop for anything reflective of natural beauty. Despite this goal, granola girls have started dipping their toes into different trends, such as cafe culture and the cozy aesthetic, both of which are also going viral on many social media platforms. In this sense, the style has expanded from the original goal of re-use or thrifting to mass produced items reflecting this \u201cnatural\u201d style. People are increasingly encouraged to accessorize and purchase items to achieve this style goal, causing the capitalistic counterculture of the initial movement to turn on itself.<\/p>\n

A Shift in the \u2018Granola Head\u2019 Culture\u00a0<\/strong><\/p>\n

It seems what started as a hippie movement is now fueled by large clothing corporations, who also work with popular social media influencers, to encourage people to participate in trends. In addition to fueling hyperconsumption which leads to terrible environmental impacts (which is the exact opposite of the goals of original granola heads and hippies), the trend encourages people to treat the environment like it is only there for our enjoyment (9). It ironically expands the increasing belief that land is only property split up, bought, and sold by humans for our pleasure.<\/p>\n

This shift within this granola culture is being felt all over the internet as well. In the Reddit forum r\/simpleliving, many O.G. granola heads claim that granola culture now only consists of conversations about career and branding for granola influencers. Although people will make claims that they are \u201ctotally not materialistic,\u201d they will purchase (or tell people to purchase) anything that achieves the aesthetic (10). The environmental movement, due to the influence of social media and consumption culture, has become even more privileged than it always has been. There is this cultural dilemma that you cannot be sustainable without being wealthy. Not only is it very expensive to be green in this day and age, but some people have to worry about keeping a roof over their head, putting food on the table, or just getting to and from work. It is difficult to live sustainably if it is hard to live normally. Even the van dweller trend we see in the media has become exclusively for wealthy individuals working in entertainment rather than the original (poor) hippies that began the movement.<\/p>\n

According to The Spectator, \u201cgranola\u201d has flooded social media platforms and become a convenient hashtag for people projecting highly curated images of themselves to the world in their constructed, \u201cperfect\u201d granola environment (11). In this world, the food is healthy and organic, they are traveling across the country (or the world) from one beautiful place to another, and they appear perfectly happy and content recommending different products in order to be exactly like them.<\/p>\n

This product push exacerbates the fast fashion industry. For example, a quick search on Google for \u201cshop granola aesthetic\u201d brings up websites such as Shein, which mass-produces in-trend clothes in dangerous working environments, with sections on its website for \u201cin\u201d trends. Granola is one of those listed trends. This allows people to (cheaply) purchase all they need for a certain aesthetic only to change their mind to explore another aesthetic. Another example of hyperconsumerism and fast fashion, pushed by granola influencers, is Amazon storefront (12). Influencers will list all of the products or clothing they use and wear on an easily accessible list where you can just click a button and the product will be there the next day.<\/p>\n

In addition to fast fashion, the perfectly curated influencer image in granola culture tends to be the same type of \u201cgranola girl\u201d. According to The Spectator, all people popular in granola influencer circles are slim-figured, white, and typically blonde or brunette (13). This ideology creates incredibly toxic undertones, as many of the influencers also advocate for healthy living and eating. Many granola influencers stray into the territory of \u201calmond moms,\u201d which is a term to describe people, specifically young moms, who are obsessed with healthy nutrition, and yet, they encourage their children (or their social media following) to eat as little as possible and nothing sugar-y (14). These curated images also seem to coach women on how to behave, dress, and express themselves in their everyday life.<\/p>\n

Granola Culture and Land Ethics\u00a0<\/strong><\/p>\n

In addition to hyperconsumerism, the ideology behind obsessive hiking and camping within granola culture hints at humans only using land for our own pleasure, even when trying to protect it. Since the beginning of colonization in the Americas, land has been considered property to be claimed. We put a flag or a demarcation on an area of land and claim it as our own. We pushed out indigenous and Native Americans, who saw the land as another member of their tribe, to dehumanize the land and all of the living things on it. This can be seen in all spaces, both public and private.<\/p>\n

In Aldo Leopold\u2019s\u00a0A Sand County Almanac<\/em>, he describes a land ethic to be \u201can ethic [that] presupposes the mental image of the land as a biotic mechanism.\u201d In other words, land isn\u2019t just something we can use to make ourselves feel happier, even if it\u2019s a fun trip to a beautiful national park (15). Land is not just proprietary in terms of buying and developing land, or cordoned-off zones where humans cannot develop like national parks as decreed in the Wilderness Act of 1964. As Leopold states, \u201cA conservationist is one who is humbly aware that with each stroke he is writing his signature on the face of the land\u201d (16). Every demarcation we make in nature, the further we separate ourselves from it.<\/p>\n

In fact, there is no mention of land or nature in the United States Constitution. The land we exist on has never been given any rights equal to our own (17). Any sort of environmental protection act must be done under the Commerce Clause, which ironically is related to economics and the exchange of goods.<\/p>\n

Interestingly enough, the word \u201cwilderness\u201d to define serene nature was completely created by humans. According to William Cronon in his essay\u00a0The Trouble with Wilderness<\/em>, \u201cfor many Americans wilderness stands as the last remaining place where civilization, that all too human disease, has not fully infected the earth\u2026seen in this way, wilderness presents itself as the best antidote to our human selves, a refuge we must somehow recover if we hope to save the planet.\u201d The creation of national protected areas created this ideology that humans must be separate from nature for nature to exist at all, and our decisions on which land deserves protection vs. which land does not show we think ourselves \u2018above\u2019 nature (18). Our desire to \u2018escape to nature\u2019 only shows we consider it as another product waiting for consumption in order to generate pleasure.<\/p>\n

Ethical Environmentalism\u00a0<\/strong><\/p>\n

Due to capitalism, corporations, and the granola movement, environmentalism is filled with privilege. There is a cost to being sustainable, and it is only highlighted further by granola girl influencers telling people all the things they need to buy to be \u2018green,\u2019 while never truly being green themselves. Access to nature and national parks even comes with privilege, as many people in marginalized communities and lower socioeconomic groups don\u2019t have the luxury of regular access to nature. Society has allowed granola and other environmental resources to become only available to a certain group. The commercialization of granola culture ruins its environmentalism.<\/p>\n

To end with a different cultural perspective, Robin Wall Kimmerer, a Native American botanist, describes the historical treatment of land in the language of her ancestors, Potawatomi. She claims that Western \u201cscience can be a language of distance which reduces a being to its working parts; it is a language of objects\u201d (19). Unlike English, Potawatomi contains \u201cgrammar of animacy,\u201d or extending life and personhood beyond humans to animals, plants, rocks, or water. In this sense, Potawatomi directly connects humans to the nature surrounding them, thus encouraging a mutual respect. This was lost in American culture upon colonization. Humans now automatically assume nature is beneath them, and a reflection on past indigenous culture just shows how much our society has changed. The hyper commercialization of a supposed \u201cenvironmental\u201d movement like granola culture shows just how consumptive we have become.<\/p>\n

Endnotes<\/p>\n

(1) \u201cGranola Girl.\u201d\u00a0Urban Dictionary<\/em>, 2013.<\/p>\n

(2) Em\u2019s Wild World. \u201cA History of the Granola Girl Aesthetic | How to Style It.\u201d\u00a0YouTube<\/em>, YouTube, 19 Sept. 2023.<\/p>\n

(3) \u201cGranola.\u201d\u00a0Slang.Net<\/em>, 2023.<\/p>\n

(4) Nalle, Katie. \u201cGranola Girl Aesthetic.\u201d\u00a0New Face Magazine<\/em>, 4 Oct. 2022. (5) Spagna, Alyssa, et al. \u201cDecoding the Granola Lifestyle.\u201d\u00a0Jetset Times<\/em>, 7 Dec. 2021.<\/p>\n

(6) Em\u2019s Wild World. \u201cA History of the Granola Girl Aesthetic | How to Style It.\u201d\u00a0YouTube<\/em>, YouTube, 19 Sept. 2023.<\/p>\n

(7) Spagna, Alyssa, et al. \u201cDecoding the Granola Lifestyle.\u201d\u00a0Jetset Times<\/em>, 7 Dec. 2021.<\/p>\n

(8) \u201cIs It Just Me, or Is the \u2018Outdoorsy\u2019, Granola, Crunchy, Whatever Culture Getting Hyperconsumerist the Last Few Years?\u201d Reddit, 2022.<\/p>\n

(9) Piccoli, Sydney. \u201cConformity and Consumerism: The Problems with Following Aesthetics.\u201d\u00a0Medium<\/em>, The Spectator, 17 Nov. 2022.<\/p>\n

(10) Bourne, Lily. \u201cGranola Girls and the Ethics of Aesthetics.\u201d\u00a0The Shield<\/em>, 6 Dec. 2022.<\/p>\n

(11) Piccoli, Sydney. \u201cConformity and Consumerism: The Problems with Following Aesthetics.\u201d\u00a0Medium<\/em>, The Spectator, 17 Nov. 2022.<\/p>\n

(12) Piccoli, Sydney. \u201cConformity and Consumerism: The Problems with Following Aesthetics.\u201d\u00a0Medium<\/em>, The Spectator, 17 Nov. 2022.<\/p>\n

(13) Leopold, Aldo.\u00a0The Land Ethic<\/em>. 1933.<\/p>\n

(14) Leopold, Aldo.\u00a0The Land Ethic<\/em>. 1933.<\/p>\n

(15) \u201cWhat Are the Rights of Nature?\u201d\u00a0Global Alliance for the Rights of Nature (GARN)<\/em>, 23 Sept. 2022.<\/p>\n

(16) Cronon, William.\u00a0The Trouble with Wilderness: Or, Getting Back to the Wrong Nature<\/em>. Norton, 1995.<\/p>\n

(17) Bourne, Lily. \u201cGranola Girls and the Ethics of Aesthetics.\u201d\u00a0The Shield<\/em>, 6 Dec. 2022<\/p>\n

(18) Kimmerer, Robin Wall. \u201cPlanting Sweetgrass.\u201d\u00a0Braiding Sweetgrass<\/em>, Milkweed Editions, 2013.<\/p>\n\n\n\n<\/div>\n\n\n <\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1036,"featured_media":1077,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[59,33],"tags":[],"class_list":["post-1080","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emerson-damiano","category-past-editor-blogs"],"acf":[],"yoast_head":"\nIs Granola Culture Really \u201cGreen\u201d?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dornsife.usc.edu\/scribe\/2024\/10\/15\/is-granola-culture-really-green\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Granola Culture Really \u201cGreen\u201d? 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