Four in five Canadians are concerned about hygiene and cleanliness in public places, yet only 18 per cent of public restrooms meet their expectations. This gap is impacting consumer behaviour and triggering powerful emotions, according to new research from Tork, an Essity brand.
The global report, which surveyed 11,500 people across 11 countries, explores attitudes toward hygiene in public restrooms, the hygiene barriers that users encounter, the challenges cleaners face and the consequences of a poor restroom experience. Overall, users said they feel disgusted, uncomfortable and frustrated when expectations are not met and 52 per cent of people take action after a poor restroom experience.
In Canada, 30 per cent spend less time at venues with poor restroom conditions, 17 per cent avoid eating or drinking there, 14 per cent choose not to return, while 7 per cent leave negative reviews or warn friends.
The issue is even more pressing when considering accessibility: 59 per cent of Canadian venue visitors face physical or cognitive challenges that can affect their restroom experience.
“Our research reveals this singular truth: when a restroom fails to meet the needs of customers, it directly impacts a business’s reputation and revenue,” said Amy Bellcourt, vice president of communications at Essity.
Survey respondents across countries cite that they avoid restrooms primarily because they are unhygienic, followed by unpleasant smells or odours, unavailable soap and toilet paper, or the restroom provides insufficient privacy.
The reality of cleaner burnout
Canadian cleaners also shared their insight. While 85 per cent are satisfied with their jobs, more than half (55 per cent) cite tools, supplies, and equipment as ongoing challenges. While 78 per cent feel respected by their employers, there’s still room to better support these essential workers.
On a global scale, the research explored the challenges that cleaners face when working within the restroom setting. The majority report mental health issues as a result of their jobs, 46 per cent of those individuals feel stressed. Meanwhile, 70 per cent cite inadequate employer support, while 38 per cent have left a cleaning job as a result of not feeling recognized or due to burnout (unrelated to pay/compensation).
“Reduced employee wellbeing and employee turnover can directly impact facility cleanliness, the restroom user experience, and result in costly hiring and on-boarding,” the report emphasizes. “Meeting the needs of cleaning staff – for example, providing easy to refill high-capacity dispensers – can support inclusive hygiene and boost the bottom line of businesses.”
