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The icon of mass panic

We all noticed it in 2020 when supermarket shelves became visibly empty and supply problems multiplied. Toilet paper is undeniably an essential item in our daily lives.


But why did the world's population overcome their fear of coronavirus by stockpiling toilet paper? Why not by storing canned goods or even frozen food products? Buy something inexpensive, that you can store, and that you will use no matter what.



Some experts say that the answer can be found in psychology, notably through the notion of “retail therapy”, where purchasing is directly linked to our emotional state. People find their reason hampered when they are stressed. They then look at how others act and adopt the same behavior, even if it is an irrational attitude. We can therefore define that we turn to others to guide us. In times of uncertainty, people enter a panic zone that makes them irrational and completely neurotic. The fact that it was a virus we knew nothing about amplified these cognitive and emotional responses. There is an overrepresentation of fear and people's minds must react to these kinds of feelings by doing unreasonable things.


Toilet paper is anchored in the lives of Westerners. It is synonymous with evolution and is an integral part of our daily lives. Fear of running out of toilet paper is linked to anxiety about social collapse and the loss of civilization. Hygiene and cleanliness, and therefore toilet paper, have a direct link with civilization according to Westerners, who consider squat toilets or cleaning with water to be disgusting and uncivilized. Aversion to things that disgust us could be one of many theories.


Social networks also played their role in this shortage. Images where customers come to blows over the last packets, others of empty shelves, etc. Packs of toilet paper are recognizable and have quickly become a symbol of safety.


The fear of running out of a so-called essential domestic product has driven the population to madness. Solving a problem while panicking, buying things, following the behavior of others. People felt the need to keep their families safe because they were helpless in the face of the pandemic. If each person only buys what they need, there will be no shortage. But if some people succumb to panic, the best strategy is to do the same thing so as not to be forced to run out.

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