Environmental impacts of embedded bathroom practices Maj-Britt Quitzau National Environmental Research Institute Department of Policy Analysis Archived at

Structure of the presentation Motivations, aim, approach and empirical sources Exploring two themes –The substance of present bathroom normalities –Comparing specific bathroom practices: toilet use and bathing Environmental impacts and challenges Conclusion

Environmental impacts of normal bathroom development Motivation and inspiration from Elizabeth Shove –Noticing the unnoticed –Environmental impacts of changing normalities Based on my PhD project: Culture in the bathroom –Social and cultural conditions for change of toilet practices –Twofold interest: stability of toilet, general changes in bathroom Research questions –What is seen as normal today and what has driven this? –What are the differences between normalities of toilet use and bathing? –What are the environmental impacts?

Empirical sources Historical studies by others Archives: ”Bo Bedre” (Live Better), advertisements and articles through the last 40 years The present coverage and advertisements in newspapers, magazines, tv-programmes, exhibitions and shops Qualitative interviews with Danes about their bathrooms

A typical Danish bathroom

Observations of typical changes in Danish bathrooms Arrangement –Cold/white to warm/colourful –Sterile/functional to cosy/accessorised Composition of functions –Baths to showers –Introduction of new functions like storage and washing machines Status –Remote to more of a integrated room –Leisure activities in addition to functional use

Characteristics for present time use in the bathroom Effective time use –Get it over with, basic functions (Mette and Henrik) Give yourself time –Pleasure, relaxation, withdrawal (Betina and Katrine) Quality time –Being together, make use of time (Henrik) Extended time consumption –Demanding body care, self-pampering (Susanne and Katrine) Handling of time –Bottle-necks, co-ordination

What drives the shifts? Shifts in conventions and standards –E.g. more demanding body care, showers in stead of baths Reaction to everyday life conditions –The hectic life (dream of comfort and quality time) Social setting –Individualisation and status symbols New possibilities –Economical surplus, new technologies and greater selection

Comparing toilet use and bathing (I) Stability and change are knitted together Toilet use –Stabilised practice without recent changes –The powerful water-flushing toilet: Setting the scene Bathing –Stabilised practice with recent changes –The variable bathing practice: Changing according to needs

Comparing toilet use and bathing (II) Doing as usual Uniform practices – water-flush as norm Isolated practice –distinction and separation from other functions/practices Old values stick –hygiene, functionality and privacy Stabilised norms Exploring new potentials Varying practices –bath/shower, spa Connected practice –general experience, reflected in surroundings, connected New values arise –relaxing bath, self-pampering, intensified body care Shifting norms

Environmental impacts and challenges Changes in normalisation (bathroom in general) –Escalating demands (more resource-intensive) –Spreading of demands (e.g. room comfort) –Challenge: bridle rising demands and resource-intensive practices Differences between toilet use and bathing –Bathing practices could change back –Difficult to change back our toilet use (irreversibility) –Another challenge for toilet use: provide a breeding ground for alternative toilet practices

Conclusion What is seen as normal today and what has driven this? –More integrated room and more extensive time use –Different social, cultural, technical and economic factors What are the differences between normalities of toilet use and bathing? –Old values stick to the toilet, while bathing/showering is renewed –Different degrees of embedding in the room (weak/strong link) –Different environmental challenges What are the environmental impacts of the normal bathroom? –Escalating demands (room comfort and personal well-being) –Stickiness and irreversibility of practices (e.g. toilet use)