Karens get all the attention these days. You know who I mean. A “Karen” is an entitled, white woman who angrily demands her own way at the expense of others.  Based on social media postings, there are Karens lurking in supermarkets, gas stations, traffic jams . . . just about anywhere social interactions take place. But why all the attention to Karens, when Tinas are the real story?

Tinas are in far more places than Karens. They, too, are in our supermarkets, our offices, our restaurants, even in our pantries. According to The Economist, Tinas are driving the recent rise in the stock market.

So, why don’t we read more about these elusive Tinas?

Because TINA is an acronym meaning, There Is No Alternative.  In a world of disrupted economies, the US stock markets are hovering near record high levels because investors see no viable alternatives. You may be using homemade antibacterial wipes because there are no Chlorox or Lysol branded ones to be had.  Working from home?  For many, there is no choice.

You see what I mean.

So, I’ll rephrase my initial question:  Why are Tinas performing so poorly on social media?  One would think that being responsible for a record high stock market would be more worthy of publicity than an angry suburbanite throwing groceries around her neighborhood Krogers. Is this a branding issue?  An SEO problem?  Is it time for Tina to hire a new PR firm?  Or, for those who favor conspiracy theories:  Is there a social media bias, an unstated preference for bad rather than good behavior?

Good questions all.  Personally, I think the problem is an overcrowded first-name marketplace.  We’re flooded with Oprahs, Ellens, Kims, Kendalls, and, yes, Karens.  And let’s not forget the always annoying, Flo of retail insurance fame.  Like a Brazilian soccer team, everyone seems to have no surname.  Establishing a brand identity in such a competitive marketplace is not easy.

Then again Tina may be unknown for the obvious reason:  There is no alternative.


Peter Dragone - Co-founder of Keurig.