What American Bidet Adoptions Tells Us about Universal Access to Sanitation
- James "Jay" Dumpert
- Apr 6
- 5 min read
People in high-income countries, like the US, often struggle to relate to the sanitation challenges in low-income countries. But the disconnect isn’t as wide as it seems. One of our colleagues wrote this blog to explore how the lukewarm reception of bidets in places like the US mirrors the slow uptake of sanitation solutions in many parts of the world. From cultural norms to infrastructure gaps, we’ll dig into the shared barriers that keep even the best sanitation technologies from mainstreaming.
From Paper to Perspective: Same Problem, Different Bathroom
I grew up like most Americans, completely oblivious to the existence of bidets. Toilet paper was the only way, the natural way, the American way. That all changed when I spent a year as a foreign exchange student in Thailand.
The first time I saw a bidet, I was confused. The first time I used one, I was enlightened.
I quickly realized that my entire life had been a lie - why had I been scraping away with dry paper when I could be refreshed and clean with a simple rinse? By the time I returned to the US, I was a full convert. But I soon realized that bathroom hygiene in America hadn’t evolved much. Despite the hygienic, cost-saving, and environmental benefits most American households are still firmly stuck on toilet paper.
As my career working on water, sanitation, and hygiene (WASH) issues around the world progressed, I began to reflect not just on American resistance to bidets, but on the broader question of why sanitation technologies so often fail to scale in both local and global contexts. Whether it’s bidets in the US or toilets and latrines in developing countries, the challenges are surprisingly similar: behavior, perception, cost, infrastructure, market access, and policy.
The parallels struck me one day when I was talking to a friend back in the States who didn’t really understand my work. He would frequently ask, “Why don’t the people in the places you work want a toilet?” I tried explaining it in different ways - how it’s not just about wanting a toilet, but also about access to materials, financing, skilled labor, land tenure, and so much more. Nothing I said could move him away from fixating on his perception that the problem was simply a lack of demand.
Then, I flipped the question on him: “So why don’t you want a bidet?”
The look on his face said everything. It was like the thought had never even crossed his mind. He didn’t know why he would need one, and even if he was persuaded that a bidet is a better way to “go”, he didn’t know where to get one, which one to buy, or how much it would cost. That one question, posed in a familiar context, finally helped him understand that the issue isn’t really just about desire - it’s about norms, access, affordability, and policy.
Perception and Cultural Norms
Perception is a key barrier in both contexts, deeply intertwined with behavior. In the US, bidets - and I am using the term ‘bidet’ broadly to refer to all forms of water-based cleaning devices from the high-tech TOTO Washlets of Japan to the handheld sprayers of Asia and parts of Africa (which I like to call “bum-guns”) and the standard bidet fixtures in Europe - are often viewed as foreign, unnecessary, overly luxurious, and historically have even been considered immoral.
In many low-income communities within developing countries, modern toilets can be seen as unfamiliar or culturally irrelevant. These perceptions shape behaviors - what people feel comfortable using, what they aspire to, and what they avoid.
Behavior, in turn, is shaped by habit, observation, and reinforcement. People tend to do what they see modeled by others and what fits within their social environment. When a sanitation solution doesn’t align with prevailing beliefs or daily routines, uptake lags even with clear benefits. Over time, what starts as a practical issue becomes a behavioral norm, solidified by culture. But without widespread normalization and reinforcement, they remain niche.
Infrastructure and Physical Access
Logistical and technical constraints play a major role. Most American homes weren’t built with bidets in mind. Depending on the bidet technology, retrofitting can be expensive or impractical. Similarly, many communities in developing countries lack the water infrastructure to support flush toilets, or the supply chains for even basic pit latrines.
In both cases, access to the right equipment, materials, and service providers limits adoption, especially in under-resourced communities. Even when the technology exists, getting it where it’s needed remains a persistent challenge.
Financial Barriers and Affordability
Cost is another shared constraint. In the US, a basic bidet seat or attachment is still perceived as a luxury item, especially when toilet paper is so cheap and readily available. For many low-income households, investing in a sanitation solution - especially one requiring construction or ongoing maintenance - is out of reach.
Financing options for these technologies are rarely available or well-tailored to the communities that need them most. Whether it’s a household in Nairobi or Nebraska, it likely won't be adopted if it doesn’t fit the budget.
Policy, Incentives, and Institutional Support
The role of government and institutions is another critical link. In Japan, bidet adoption soared thanks to a mix of public support and private innovation. In the US, policymakers and regulators have largely ignored them.
The global sanitation sector has faced a similar dynamic. Countries that have made progress - like India through its Swachh Bharat Mission - have done so with strong political will, subsidies, and mass campaigns. Elsewhere, progress has been hampered by fragmented leadership, insufficient funding, and competing development priorities.
Policy environments shape everything from consumer demand to infrastructure development; where that environment is weak, uptake suffers.
Disruption Helps but Isn't Everything
During the COVID-19 pandemic, the US saw a spike in bidet purchases driven by toilet paper shortages. Similarly, sanitation often receives attention after disease outbreaks or donor-driven initiatives. Crises can create windows of opportunity but rarely lead to lasting change unless systems are in place to sustain progress.
Temporary demand spikes are no substitute for long-term planning and investment. Bidets didn’t suddenly become easier to install, just as toilets didn’t suddenly become more accessible in underserved regions.
A Shared Story of Underused Solutions
Ultimately, the story of bidets and toilets are two sides of the same coin. They show us that even when a solution is known, available, and beneficial, uptake can remain low unless all the enabling conditions - cultural acceptance, affordability, accessibility, and policy - are aligned.
The bidet hasn’t become ubiquitous in the US because Americans lack the knowledge. People living in poverty in low-income countries don’t have access to sanitation because they don’t want a toilet. Both are underutilized because adoption is complex, and the systems supporting adoption are often incomplete.
Achieving universal access or promoting better hygiene options at home requires more than just changing individual behaviors. It demands a broader view - one that considers the infrastructure, market forces, policies, cultural norms, and systemic enablers that shape everyday decisions.
It’s a lesson that starts in the bathroom and, like a rogue toilet paper roll, unravels into unexpected places.
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