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Who Gives A Crap uncovers a decline in creativity, with the majority (64%) now feeling uninspired.
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To tackle this, the brand is encouraging Aussies to leverage micro moments of creativity, with its new release, the ‘Poetry Edition’ – designed to create an ode in the commode.
New research by Who Gives A Crap, has revealed almost two-in-three (64%) Aussies are feeling as though their creativity has been stunted due to the chaos of the world.
To help those feeling creatively constipated, the eco-friendly toilet paper brand is encouraging Aussies to use little everyday moments to get their creative juices flowing.
The current state of the world had the largest impact on Gen Z’s creativity, with more than four-in-five (81%) of those surveyed noting they experienced a decline in their creativity. This is compared to Millennials (76.6%), Gen X (59.5%), and Boomers (48.6%), who also felt a decrease in their creativity.
To help Aussies rekindle their creativity, Who Gives A Crap wants to turn the humble bathroom into a creative nirvana with the launch of its newest limited edition – the ‘Poetry Edition’. With 48.2% of bathroom goers spending over an hour a week on the toilet, the bathroom may be considered the neverland of creative thoughts.
Expert psychologist Rupert Saunders notes that the loo can be a relaxing place for those feeling creatively stumped.
“For some people, the act of sitting on a toilet can be quite calming. It is often a place where you feel connected to your body and brain, creating a sense of relaxation, which can help your mind wander,” says Saunders.
With ‘doom scrolling’ entering the cultural zeitgeist, and 43.8% of people using social media when sitting on the bog, Who Gives A Crap is hoping to change Australians’ bathroom habits, one bamboo toilet paper roll at a time.
Saunders continues, “People are becoming increasingly time-poor, with lots of distractions from life making opportunities for creative thinking more challenging. Finding small moments in the day – like using the loo – and avoiding distractions like scrolling social media can help get your imagination whirling, particularly if you are feeling uninspired.”
With 63% of Aussies surveyed revealing they struggle with creativity, Who Gives A Crap is hoping to help get Aussies out of the creative block, encouraging them to use those micro-moments in a meaningful way, with help from its latest release.
Fashioned to reflect the state of the world, the ‘Poetry Edition’ has a creative and cathartic feel, with it designed to inspire self-expression. The 100% bamboo roll wrappers feature fun and chaotic words to stack, swap, and help make a statement in the loo; prompting people to be ridiculous, weird, and unabashedly themselves.
With 67.5% of Aussies surveyed finding they express themselves best through talking and writing, Aussies can leave fun quotes behind in the loo for their family, partner, kids, and housemates to find.
The ‘Poetry Edition’ is available for a limited time only in a box of 48 rolls for A$66.00, or a box of 24 rolls for A$40.00 via the Who Gives A Crap website from 22 July 2024. Fifty per cent of all profits from the ‘Poetry Edition’ will be donated to help give everyone in the world access to clean water and a toilet.
For more information, follow Who Gives A Crap on Instagram @whogivesacraptp, or head to https://au.whogivesacrap.org/
Research findings:
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The majority (64%) of Aussies are feeling as though their creativity has declined due to current global uncertainty caused by issues such as climate change, cost of living, and economic uncertainty.
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Compounding this, 63% of Aussies struggle with creativity.
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53% of Aussies feel they have become more creative with age.
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Of those surveyed, one in five (22.8%) revealed they feel the most creative in the living room, with a further 16.9% feeling the most creative in the bedroom.
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The current state of the world had the largest impact on Gen Z’s creativity, with almost four-in-five (81%) of those surveyed noting they experienced a decline in their creativity. This is compared to Millennials (76.6%), Gen X (59.5%), and Boomers (48.6%), who also observed a decrease in their creativity.
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67.5% of those surveyed best express themselves through talking and writing.
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A previous survey by Who Gives A Crap (2022), found 48.2% of people spend upwards of an hour on the toilet a week, with 43.8% of people using social media when sitting on the toilet.
About the research
The survey was conducted by Pureprofile for an omnibus survey between 5 and 14 July 2024 and commissioned by Who Gives A Crap. A sample size of 1,000 Australians, aged 18+ years. The full research is available on request.
About Who Gives A Crap
Who Gives A Crap is a B Corp
certified business, recognised for the highest levels of environmental and social impact. Their products are eco-friendly, made using recycled and sustainably managed sources that are FSC® Chain-of-Custody certified (C190271) and delivered to nearly 40 countries with complimentary carbon-neutral shipping.
The business launched in 2012 when co-founders Simon Griffiths, Danny Alexander and Jehan Ratnatunga learnt that billions of people do not have access to a toilet. From the beginning, the company has donated 50% of its profits to clean water and sanitation non-profits worldwide. To date, Who Gives A Crap has donated over AU$12 million to partners around the world that work with local communities to improve access to water, toilets and hygiene solutions. The company strives to continually reduce its environmental footprint whilst helping billions of people in need.
About Rupert Saunders
Rupert Saunders is a Melbourne-based psychologist. With a Master of Psychology (Clinical) and Bachelor of Psychology (Honours), Rupert has experience working in direct psychology services and high-level clinical advisory and consultancy in youth mental health. With time spent working for Headspace Australia, Rupert is passionate about mental health promotion and community wellbeing.
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