The Responsible Flushing Alliance (RFA) will discuss its newly released annual report— which documents the effort and results in helping shift consumer behavior, protect our nation’s sewage infrastructure, and support corporate responsibility for the environment — in its fifth virtual annual meeting on April 15.

Building on the organization’s strategic evolution initiated in 2024, RFA doubled down on its behavior-change-focused approach in 2025 and saw continued progress. Nationally, between March 2024 and October 2025, the percentage of individuals reporting that they had flushed a non-flushable item showed a positive decline, from 53% to 50%, and Do Not Flush symbol familiarity rose to 81%.

In California, long-term impact is even more pronounced when comparing 2021 baseline data to 2025. The percentage of individuals reporting that they had flushed a non-flushable item showed a positive decline of nine points, from 58% to 49%, and Do Not Flush symbol familiarity increased an impressive 13 points, from 69% to 82%.

Potty Training for Grown-Ups: A Campaign Built on Data

RFA refreshed its flagship #FlushSmart Month initiative in 2025 with Potty Training for Grown-Ups. This strategically designed campaign was built around a key consumer insight: households with children are 60% more likely to flush non-flushable items.

Engaging a critical audience, RFA partnered with carefully selected social media influencers — comedic musicians and family content creators — to produce humorous content across two creative tentpoles: Toilet Tunes, which leveraged catchy, educational songs to reinforce responsible flushing habits, and Toddler Teachers, which featured young children humorously coaching adults on proper flushing behavior.

“Our 2025 campaign demonstrates that creative, culturally relevant content can genuinely move the needle on behavior — not just awareness,” says Lara Wyss, RFA president. “When we see comments like ‘checking labels is so important’ and ‘I had no idea,’ and when we watch those sentiments translate into sustained, measurable declines in improper flushing, we know the work is making a real difference. We’re proud of what this campaign accomplished and energized about what comes next.”

Beyond the consumer campaign, RFA extended further into the professional audiences in 2025. By partnering with key industry publications including Treatment Plant Operator Magazine, Plumber Magazine, MSW Magazine, and Wastewater Digest, the organization was able to ensure messaging reached key decision-makers across the sector. RFA also consistently engaged stakeholders at major industry conferences and events, strengthening ongoing initiatives to promote responsible flushing habits.

RFA’s proactive steps also supported Michigan’s proper labeling law for non-flushable wipes, which took effect February 1, 2025. In partnership with the Michigan Water Environment Association (MWEA), RFA provided educational assets to continue meeting the ongoing need for robust consumer education.

Looking Ahead

RFA will discuss results and strategy from 2025 and preview what comes next for the organization, its members, and collaborators during its fifth virtual annual meeting on April 15 from 1-2 PM EDT. All wastewater and sanitation agencies, wipes manufacturers, and media are invited to attend the free, hour-long Zoom meeting by registering here.

Read the full 2025 Annual Report at flushsmart.org.