When 7-year-old Sydney Nowak noticed dirty sodas – non-alcoholic beverages made popular by Hulu’s The Secret Lives of Mormon Wives – on the menu at a Las Vegas Top Golf, she was stunned. Even more surprising was her 19-year-old cousin from the UK recognizing the drink.

“I never expected someone from another country to know what a dirty soda is, but it’s become so relevant in pop culture today,” Nowak said.

The Secret Lives of Mormon Wives chronicles the lives of eight married Mormon women in their 20s and early 30s living in Utah. The show’s first season became Hulu’s most-watched unscripted original series of the year and the third most-viewed original series across major streaming platforms during its premiere week, according to Nielsen. A second season is now in production.

This unconventional hit offers a buttoned-up alternative to the salacious reality shows dominating TV. It’s also part of a broader trend elevating unexpected voices to the forefront of pop culture.

Gen Z’s ‘Real Housewives’

Sydney Nowak and her friend Hannah Jaeger, both from Southern California, found themselves immersed in the cultural phenomenon of The Secret Lives of Mormon Wives. Their podcast, BusyBabes, frequently discusses the series. Nielsen data reveals that Gen Z and young millennials comprised 54% of viewers during its peak week.

“You know how older generations were obsessed with The Real Housewives? This might be our version of that,” Nowak said in a recent podcast episode.

Before their Hulu fame, the eight Utah-based women built significant followings on TikTok as part of the #MomTok community, where they showcased their lives as young Mormon mothers. Collectively, they amassed nearly 16 million followers across platforms.

The Allure of Mormon Culture

Carnegie Mellon University’s English professor Kathy M. Newman attributes the fascination with these women to America’s long-standing intrigue with distinct cultural groups. Mormon traditions like abstaining from coffee and alcohol while indulging in quirky drinks like dirty sodas captivate outsiders.

“It’s a prurient interest in a culture perceived as different,” Newman said.

TikTok boosted the Mormon wives’ visibility in 2022, especially after Taylor Frankie Paul revealed a scandal involving “soft-swinging” – consensual partner sharing among Mormon couples. According to Lisa Filippilli of Select Management Group, the series was already in development when the scandal exploded, accelerating its production timeline.

“This group of women was always special. It was about finding the right moment and partners to bring their story to life,” Georgia Berger of Select Management Group told Collider.

The Rise of the #Tradwife

In parallel, other Mormon influencers like Nara Smith and Hannah Neeleman have led the viral #Tradwife trend. Millions of young viewers are captivated by Smith’s old-fashioned cooking and fashion, or they scour Neeleman’s social media for signs of the “oppressed wife” narrative outlined in a viral Sunday Times article.

Joel Penney, a communications professor at Montclair State University, suggests this fascination isn’t purely about shock value. Amid the pandemic, global conflicts, and economic challenges, younger generations have experienced a deep sense of disillusionment and are seeking structure and meaning.

“There’s anxiety about losing direction,” Penney said. “Reclaiming traditional roles provides clarity, identity, and purpose.” He likened the trend to historical shifts like the rise of the Moral Majority in the 1970s as a reaction to the 1960s counterculture.

Pushing Boundaries

Despite their ties to traditional values, the Mormon wives challenge conservatism within their community. The show addresses taboo topics, including sex and divorce, offering a nuanced portrayal of their lives. According to producers, this progressive edge is central to the series’ appeal.

“It keeps me on the edge of my seat,” Nowak said.

By blending tradition and modernity, The Secret Lives of Mormon Wives resonates deeply with a new generation seeking meaning and entertainment in unexpected places.

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