What bulk toilet paper hoarding can teach us comms folks

The latest natural disaster on the eastern coast of Australia, Tropical Cyclone Alfred, reignited some old-time habits that we saw from the peak days of the COVID-19 pandemic: toilet paper hoarding. Whilst we saw the usual precautions - stockpiling water, sandbagging properties, and securing windows, and expected shortages of bottled water and fresh produce - we also saw the COVID-19 scramble for toilet rolls.  

So, we thought we’d take this opportunity to look at not only why this happens, but what we can learn from it in the comms space. Here are four behavioral drivers behind toilet paper hoarding and what they teach us about communication and change management.

1. Uncertainty breeds fear

…and fear leads to irrational behavior! Our brains need predictability because it provides a sense of safety, so when uncertainty strikes, we look for ways to regain control. Including beginning to hoard items like toilet paper!  This also happens in the workplace, when we introduce change - if employees don’t have clarity on what’s happening or how it impacts them, they resist. This means that communicators need to create as much certainty as possible. So, how can we do that?

• By providing clear, specific messaging rather than vague corporate jargon.

• By being upfront about what is known and what isn’t.

• By highlighting what isn’t changing to provide stability.

2. Social proof

People tend to follow the actions of others, especially the actions of people who they perceive as similar to them. This is known as social proof, a principle popularised by psychologist Robert Cialdini. When people see others bulk-buying toilet paper, they assume there’s a reason and follow suit.

Social proof is everywhere: product reviews, packed restaurants, and “best-selling” labels all leverage this bias, which is why in communication and change, social proof can be, and is, a powerful tool. Ways you could use social proof include:

• Using employee testimonials to validate new processes.

• Having change champions within teams advocate for new initiatives.

• Crafting subject lines or messages that emphasise peer participation (e.g., “20 of your colleagues have already completed this survey, will you?”).

3. Loss aversion: FOMO

Loss aversion, also known as Fear Of Missing Out (FOMO), is a cognitive bias where people fear losing something more than they value gaining something new. This explains why people hoard supplies because they don’t want to regret missing out later. The pain of potential loss often outweighs the logic of whether the item is genuinely needed. In corporate communication, perceived loss can create resistance, which is why if employees see a change as a loss (of autonomy, familiarity, or job security), they will push back. To counteract this:

• Frame change as a gain rather than a loss.

• Clearly communicate benefits in tangible, relatable ways. (“This AI tool will save you 10 hours a week on repetitive tasks, giving you more time for strategic work.”)

• Show employees what isn’t changing to anchor them in certainty.

4. Scarcity principle

When something is perceived as scarce, people want it more - which is exactly how luxury items are sold. This principle drives toilet paper hoarding because people see empty shelves and panic-buy whatever remains. Scarcity is a cornerstone of marketing, seen in phrases like “Only a few left!” or “Limited-time offer.” For communicators, leveraging scarcity can encourage participation in initiatives. For example:

• Promoting training sessions as having limited spots available.

• Using visuals to show dwindling availability of event registrations.

• Layering scarcity with social proof (e.g., “Hundreds have enrolled—only a few spots left!”).

Toilet paper hoarding might seem irrational, but it offers fascinating insights into human behaviour. As communicators, understanding these psychological drivers—uncertainty, social proof, loss aversion, and scarcity—helps us craft more effective messaging and drive engagement during change… plus, it helps us understand why our mates won’t stop panic hoarding the TP.