Natracare: Bathroom boundaries

Natracare, the plastic-free period, incontinence and personal care brand, wanted to learn more about how bathroom habits had changed over the last year.

OnePoll conducted a custom research project, asking 2,000 Americans, living with a partner since at least the start of quarantine, about the “toilet taboos” they and their partners had broken and if “bathroom boundaries” had changed during the pandemic.

The research found that while 64% of respondents reported that moving in with their partner broke down many of the “bathroom boundaries” they’d had prior to cohabiting, the extra time spent at home together during lockdown may have all but eliminated them.

The study revealed that these were among the things respondents had done for the first time during quarantine:
– Taking a bath in front of your partner (70%)
– Peeing in front of your partner (30%)
– Pooping in front of them (25%)

We found that despite the increased intimacy, there were still bathroom-based arguments:
– 31% said that while they are comfortable talking on the toilet, their partner is not
– Nearly half (49%) said they’ve gotten in a disagreement with their partner over what should and shouldn’t be flushed
– Roughly the same proportion (50%) have squabbled over a resulting toilet clog or overflow

The OnePoll team worked with our earned media partner 72Point Inc to secure news coverage from the results. Not only did the research provide valuable insights for Natracare, the findings also formed the basis of a survey-led news story – perfectly aligned with Natracare’s ethical brand positioning.

The resulting story and media coverage included key messaging around their ‘safe-to-flush’ products, “Arguing over what to flush might seem a petty source of conflict between you and your partner,” said Susie Hewson, founder, and CEO of Natracare. “But flushing stuff down your pipes, that may seem to be OK to flush but truly ought not be flushed, can cause blockages, even fatbergs, which are sure to lead to bigger conflicts in the long run.”

“The results clearly show that sharing space with your partner can clearly help to bring you closer,” added Hewson. “And choosing products that are certified flushable can help take the flushing guesswork out of your bathroom routine, which is one less thing for couples to worry about right now.”

Read the Natracare “Toilet Talk” blog post via the link below and scroll through the data graphics and media coverage highlights on this page.

BrandNatracareServicesOnline research, News story, Infographic, Media distributionLinkwww.natracare.comContact uswww.onepoll.us