Innovation of the Day | StandardToilet

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Last month, UK-based startup StandardToilet designed a toilet with a slanted seat. The 13-degree slope is touted as a way to increase productivity in offices, as it is uncomfortable to sit on for extended periods of time. The company promises the uncomfortable seat will reduce the amount of time employees spend using social media or texting in the bathroom. The toilet costs USD 200-650.

We love nothing more than watching toilet-related innovations. After all, who isn’t waiting for the Numi 2.0, the USD 8,000 smart toilet? Or Rollbot, the emergency toilet paper-dispensing robot (!) that both premiered last week at CES? 😂

But in all seriousness, this is a great example of how you can use innovations – in any and every sector – to spot big, urgent consumer trends. Here’s why:

THE BURNOUT. 88% of US adults admit to using their smartphones while on the toilet. 46% do it Every. Single. Time. We’re not going to ask how many of you are reading this email on the toilet?! 🙈 But let’s zoom out a little. Yes, much of this is mindless social media scrolling. But there’s a bigger issue at play here: the relentless pressure to be always-on. Whether chatting with friends, bingeing on the latest ‘must-watch’ box set, or trying to keep up with the #hustle culture espoused by Elon Musk and Jack Ma, in 2020 people don’t feel like they can waste a single moment. Not even on the toilet! THE BURNOUT is one of the biggest social trends you will find. When it comes to people’s mental health, are you helping or hindering?

Anti-inspiration. We usually celebrate innovations that move people, society or the planet in a better direction. Now toilet phone use isn’t a behavior we want to promote, but despite the manufacturer’s health claims this innovation definitely has dystopian undertones. Imagine if your employer installed these at your workplace! But innovations like this can still be used as inspiration and to highlight new opportunities. Next time you see a ridiculous, or anti-human, ‘innovation’ ask yourself: “what new emerging behaviors is this addressing? Could we tackle this pain point in a more empathetic way?”