Research Finds America's Biggest Cities Are Holding on to Reminders of Ex Lovers, But Toilet Paper Brand Who Gives A Crap Offers a Way to Flush Them for Good

This Valentine's Day, eco-friendly toilet paper brand Who Gives A Crap has uncovered the post-heartbreak habits of Americans in the Top 10 most populous cities, revealing that more than 63% of people hold on to relationship relics after a breakup.

With the study revealing 7-in-10 agree that physically removing reminders of their ex-partner helps them move on, Who Gives A Crap is offering the heartbroken a chance to relieve themselves of the past and "flush" their exes to find the perfect closure in time for Valentine's Day.

The Flush Your Ex initiative invites the public to send in old love letters and cards which will then be turned into the brand's sustainable, 100% recycled toilet paper that supports the reduction of deforestation. With it, the brand provides a cathartic way to dispose of mementos ahead of a holiday that can pull at the heartstrings and leave the brokenhearted ruminating on the past.

Who Gives A Crap surveyed 2,000 U.S. adults from New York, Los Angeles, Chicago, Houston, Phoenix, Philadelphia, San Antonio, San Diego, Dallas, and Austin, who are either currently single or have entered a relationship in the last six months and found that, despite the belief in the benefits of discarding keepsakes, almost one-third (29%) have held onto items for more than one year.

Some cities proved to be more nostalgic than others, with one in five (17%) Chicagoans admitting to keeping relationship relics for more than three years, more than any other city and almost twice the number of Angelenos (9%). More than any other city, San Diegans are most likely (24%) to hold onto love letters or cards, compared to items like photos, gifts or jewellery.

It is no surprise that there could be consequences to holding onto those reminders, as almost two-thirds (62%) of respondents believe that keeping items from past relationships can impact future ones.

In fact, 41% of respondents expect a partner to dispose of old letters and notes from their ex with no questions asked. About half (49%) of respondents in Houston, more than any other city, expect a new partner to dump those mementos.

Flush Your Ex offers an alternative to simply tossing keepsakes in the trash, the method 40% of respondents have used in the past. Fourteen percent have burned old letters and photos as a symbolic way to move on.

By turning their cursed correspondence into 100% recycled toilet paper, jilted exes can put heartbreak to the good use of helping the planet while healing their hearts, all while knowing someone somewhere will wipe their bum with those sweet nothings.

This initiative has never been so important, as 42% of respondents experienced heartbreak in 2023. The younger generations had the worst of it, 51% of Gen Z and 46% of Millennials reporting a wounded heart. And everything really is bigger in Texas, including heartbreak. San Antonio (53%), Houston (49%) and Dallas (47%) showed out as the top 3 brokenhearted cities.

Who Gives A Crap Head of Brand Management Maria Chilewicz is hopeful the Flush Your Ex initiative will give people the closure they need to move on.

"We know breakups aren't easy, but we know finding a way to laugh can soften the blow. By bringing back our Flush Your Ex initiative for a second year, we hope we can help the heartbroken roll into a happier Valentine's Day ? all while doing something good for the planet with our 100% recycled toilet paper."

Those looking to flush their ex can visit flushyourex.whogivesacrap.org to find out where to send their love letters, notes, and cards.

Notes to editors:

This random double-opt-in survey was composed of 2,000 U.S. adults, 100 men + 100 women who are either currently single or have recently gotten into a relationship in the last 6 months in each of the TOP 10 US Cities by population: New York, Los Angeles, Chicago, Houston, Phoenix, Philadelphia, San Antonio, San Diego, Dallas, and Austin. It was commissioned by Who Gives A Crap between Jan 11 and Jan 26, 2024. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR). Full research is available on request.

About Who Gives A Crap

Who Gives A Crap is a B Corptm certified business, recognised for the highest levels of environmental and social impact. All of their products are plastic-free, made with sustainable materials 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$11 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.