Ah, autumn — the season of falling leaves, cozy sweaters, and… pumpkin spice lattes? Thanks to Starbucks, fall has evolved from a soulful embrace of changing season and a gentle prep for the colder months into a mad dash to grab whatever the PSL train has left behind.

But let’s be real: this syrupy concoction has become more of a marketing juggernaut than a seasonal treat. Released now in August — yes, before even a single leaf has turned — the PSL has rebranded the season into a six-week sugar rush, offering anything and everything with “pumpkin spice” on the label. But as we scarf down pumpkin-flavored cookies, candles, and even dog treats, it begs the question: did Starbucks kill fall?

Before Starbucks introduced the PSL in 2003, fall was about stepping outside, savoring cool breezes, and perhaps indulging in an apple cider at an actual farm. These days, it’s more like stepping into any Starbucks location for our annual sugar fix. We all know that a venti PSL isn’t exactly “health food,” but let’s get into the numbers for fun: at 410 calories and 50 grams of sugar in just one 16-ounce cup, that’s more sugar than in three Krispy Kreme donuts. And that’s just the latte; their entire “fall lineup” is packed with just as much sugar, spicing up our lives to the tune of autumnal obesity.

But the PSL has come to represent something much bigger — and arguably worse — than sugar overload. It’s become the start of fall, the kick-off that tells us, “Yes, you may now buy your flannel shirts and Ugg boots!” How did a drink become the permission slip for an entire season?

Of course, the PSL didn’t just change Starbucks; it changed everything. We’re bombarded with pumpkin spice popcorn, pumpkin spice air fresheners, pumpkin spice deodorant — yes, that’s a real thing. Grocery stores load shelves with pumpkin-flavored this and pumpkin-scented that, encouraging us to bask in the glory of synthetic spice.

Pumpkin-spice mania has turned the season’s natural beauty — the foliage, the crisp air — into background noise for a consumer frenzy. The PSL isn’t just a drink; it’s an industry that, according to Forbes, brings in more than $500 million annually for Starbucks alone. The flavor has crossed over into cosmetics, body products, and, well, every snack food under the sun. It’s almost like Starbucks handed us a checklist: buy the PSL, hit the cider mill for the ’gram, wear plaid, and consider yourself in the fall spirit. As if a season’s essence could fit into an Instagram feed.

Once upon a time, fall was about the end of the harvest, the pause before winter. We transitioned naturally, taking a breather, grounding ourselves as the days grew shorter. Now, it’s about gathering our friends for another PSL-fueled coffee date while planning our Halloween costumes in August. Instead of celebrating what the earth is offering, we’re celebrating a checklist handed to us by Big Coffee. Starbucks has, in many ways, hijacked autumn’s narrative.

And that’s not to say we can’t enjoy a latte (or two or ten) if that’s what gets us through the day. But maybe we’ve let ourselves get a little too caught up in the hype. What if we stepped back, skipped the PSL line, and actually experienced fall beyond our Instagram feeds? Perhaps it’s time to reclaim the season from the latte that started it all.

Till next time, be wickedly wonderful.

Sources:

The #PumpkinSpice Phenomenon: A Deep Dive into the Trend Taking Over Fall

Analysis: Why Consumers Crave Pumpkin Spice

Pumpkin spice and everything nice for Starbucks sales during fall menu launch

PSL turns 20: The story behind Starbucks Pumpkin Spice Latte