Over the last several years, toilet paper has become much more than a daily necessity. Except, somewhat surprisingly, in the United Kingdom, where it has become a favorite totem of social status. Once viewed as a premium product, its traditional substitutes were sheep’s wool, foliage, and even clam shells. In fact, today’s consumers sophisticatedly shell out prime rates for remarkably desirable rolls. These purchases are an expression of their deep corporate values of sustainability and social responsibility.
For one, there’s been a huge change in consumer perception around toilet paper. Unprecedented demands due to the COVID-19 pandemic focused extraordinary attention on the product, with shortages causing many consumers to hoard massive amounts. When early March 2020 hit and demand skyrocketed, Simon Griffiths, CEO of Who Gives A Crap (WGAC), reflected that we were all caught off guard.
“In the first few days of March 2020, we peaked at selling 28 rolls per second.” – Simon Griffiths
That massive spike in sales, emerging from desperate demand, underscored just how essential this everyday item had suddenly become. Consumers are taking all these factors, functionality, design, and ethical implications, into account when deciding what to buy.
In many cases, legislation has forced companies to require that most toilet paper manufacturers use virgin pulp. This supply has to be produced from recently cut down trees. Brands such as WGAC provide an alternative model, donating 50% of profits to building global sanitation infrastructure. This promise appeals to consumers who are placing more pressure on companies to help feed social causes and reduce their environmental footprint.
Brands such as Bazoo, Naked Sprout, and Bumboo all distinctly signal the shift to earth-friendly alternatives. Their varied product lines illustrate just how committed the world is to sustainability. These companies typically market their products in large kit packages. For instance, Naked Sprout sells a pack of 24 recycled and bamboo rolls for £23.50. Bumboo’s packs start from £23.
Design is becoming a determining factor among consumers for toilet paper. Claire Dickinson of WGSN shines a spotlight on an increasing movement. Consumers have become more discerning, reading the labels as they select their preferred toilet paper.
“Graphic patterns on the individually packaged toilet rolls also appeal to those with less storage space as they can be artfully left on display.” – Claire Dickinson
Today, we see consumers looking to transform the bathroom into a sanctuary. The long-held British shame over toilet roll is disappearing, replaced by a newfound pride in merchandise that brings improvements to both function and form. Since 2013, WGAC has been rolling out specially designed striped and spotty rolls. Their innovative goods bathroom creations have turned the bathroom scene into a great cooler fun place.
Trend analyst Sabrina Faramarzi says hoarding toilet paper is a tendency most of us can relate to. This trend probably reflects an impulse to avoid mistakes and be ready, after the shortages on display during the pandemic.
“The kind of people who have their shit together.” – Sabrina Faramarzi
Brands are consciously tuning into this move towards optimism, as seen with broader motivational elements like affirmations and whimsical playful designs impassioned within their design. WGAC has just released a wonderful new line inspired by this “real science.” This cute puppy-filled companion, complete with positive affirmations, is just the thing to get your happy hormones flowing.
This emphasis on mood-enhancing qualities goes beyond aesthetics. Consumers are beginning to understand how their mental state affects how they feel physically.
“A better mood means better number twos.” – Simon Griffiths
Toilet paper is quickly becoming a form of status symbol. This seemingly trivial change is indicative of how even the most mundane items can reflect broader social trends and values. Consumers are eager to purchase products that further their ethical convictions and give them the power to make everyday improvements to their lives.
According to design researcher, Fflur Roberts, the post-pandemic era has seen a clear change in consumer expectations. They expect companies not only to showcase commitments through marketing claims but to actively educate them about sustainability issues like water sanitation.
“Post-pandemic, consumers increasingly demand that companies support social initiatives and reduce their environmental footprint.” – Fflur Roberts
Toilet paper has become not just a highly prescriptive consumer good, but a status symbol. This increase is emblematic of a deeper cultural shift, where personal ethics meet public aesthetics. Upstarts like The Cheeky Panda, Bumboo and Naked Sprout are leading the way. They market their goods in understated colors that appeal to consumers who prize style along with substance.