The Masses are A$$es: Toilet Paper Edition

The Morning Feature article from www.dailykos.com has suggested that Alexander Hamilton coined the term, “The Masses are A$$es,” which refers to a division among two classes.  The class of the few are the rich, and the class of the many are the poor.  The biggest fear of John Adams was the majority’s tyranny and how easily their positions can be swayed.  This leads to the current predicament of toilet paper becoming scarce once more.  The pandemic’s beginning created a shortage of toilet paper because the masses were presumably hoarding and made toilet paper worth more than gold.  The lack of availability made rational individuals purchase the item regardless of their need because it created a psychological necessity for survival.  Many brands have offered items as exclusive or limited to increase sales, based on its scarcity.  For example, McDonald’s Spicy Nuggets, limited Star Wars collaborations with Adidas, or Lululemon limited garments are no longer available.  It has been said that exclusiveness breeds desirability (Roberts, 2013) for the masses, and when it comes to an essential item, such as toilet paper, people transition into survival mode.

During the current times of COVID19, many toilet paper marketing strategies have attempted to garner attention in the form of comedy, reassurance, or addressing the eco-friendly consumer (Beer, 2020).  Quilted Northern has had light-hearted and comical commercials but has shifted to a commercial that focused on reassurance.  In the current era of COVID19, people are getting sick, dying, and feeling depressed.  It was a smart move for Quilted Northern to display their priority of meeting the demands and resupplying as quickly as possible.

Another toilet brand named Bippy is focusing on environmentally friendly toilet paper made from bamboo fibers.  The idea is to appeal to eco-friendly advocates and those that care about sustainability.  The concept is very similar to the Honest company because most toilet papers are made from trees. Still, the idea of having bamboo sources will create a new market for a more natural manufacturing process.  If you happen to come across some toilet paper, “share a square,” stop hoarding and be safe out there. 

References

Beer, J. (2020, May 01). Toilet paper is having a moment and the advertising is getting weird. Retrieved November 08, 2020, from https://www.fastcompany.com/90499542/toilet-paper-is-having-a-moment-and-the-advertising-is-getting-weird

Morning Feature: The Masses are Asses? Not Exactly…. (Non-Cynical Saturday). (n.d.). Retrieved November 08, 2020, from https://www.dailykos.com/stories/2009/2/14/697425/-

Roberts, R. (2013, August 08). This Beer Can Proves That FOMO Makes Us Buy Things. Retrieved November 08, 2020, from https://www.businessinsider.com/psychology-of-buying-exclusivity-drives-purchases-2013-8