27-year-old Sydney Nowak was surprised to see dirty sodas – a non-alcoholic beverage that has gained popularity because of its frequent appearance on Hulu’s “The Secret Lives of Mormon Wives” – on the menu at a Top Golf in Las Vegas. But she was even more surprised that her 19-year-old cousin visiting from the UK knew what it was.
“I would have never expected someone else who’s not from this country to know what a dirty soda is, but we connected over the fact that it’s so relevant in pop culture amongst the younger groups today,” Nowak said.
“The Secret Lives of Mormon Wives” follows a group of eight married Mormon women in their 20s and early 30s living in Utah. A second season is currently in production after its first season premiere was the most-viewed Hulu unscripted original series this year, and the third most-watched original series across major streaming platforms the week of its release, according to Nielsen data.
In some ways, it’s the streamer’s buttoned-up answer to the sometimes-salacious lifestyle shows that dominate reality TV. It’s also part of a larger trend that has put some unlikely voices in the spotlight.
Nowak and Hannah Jaeger, both Southern California locals, noticed their friends talking about “The Secret Lives of Mormon Wives” nonstop, prompting them to discuss it on their lifestyle podcast BusyBabes. They believe the show’s popularity is being driven by Gen Z and young millennials, who made up 54% of viewers during the show’s peak viewing week, according to Nielsen.
“You know how our parents or people a little bit above us in age group were obsessed with ‘The Real Housewives,’” Nowak said in one podcast episode. “Is this our ‘Real Housewives’?”
Before the eight Utah-based women were featured in the Hulu series, they were known for sharing their lives as young Mormon mothers on TikTok as #Momtok, helping them gain nearly 16 million followers across their accounts.
Carnegie Mellon University English professor Kathy M. Newman said their popularity may just be a part of America’s longtime fascination with unique religious or cultural groups.
Certain elements of Mormon culture – like forgoing vices like coffee and alcohol and instead indulging in “dirty sodas,” beverages concocted from mixing flavored syrups – are fascinating for those unfamiliar with Mormonism.
“It’s more of a prurient fascination with some sort of culture that’s perceived as different,” Newman said.
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