From its humble beginnings to becoming a global player, Who Gives a Crap has proven how far a good cause can take you.
In the crowded market of household essentials, one might not expect toilet paper to be a hotbed of innovation. Yet, Who Gives a Crap, a quirky and socially responsible brand, has turned this everyday product into a symbol of sustainable business success. Driven by sustainability, Who Gives a Crap has proven that working towards a more eco-friendly world can help your business dominate in its market.
The beginning
Who Gives a Crap was founded in 2012 by three friends – Simon Griffiths, Jehan Ratnatunga, and Danny Alexander – who were united by a common goal: to address the global sanitation crisis. Shocked by the statistic that 2.4 billion people didn’t have access to a toilet, they decided to create a business that could make a difference. But how could selling toilet paper help? The idea was simple yet ingenious – use the profits from their toilet paper sales to fund sanitation projects in developing countries.
The daring idea that raised over $50,000 for the global sanitation crisis.
But getting the business off the ground was no easy feat. In 2012, the founders turned to crowdfunding, launching a campaign on Indiegogo. In one of the most memorable stunts in crowdfunding history, Simon Griffiths sat on a toilet in a live-streamed video until they reached their $50,000 funding goal. It took just 50 hours. The campaign was a huge success, raising enough money to start production and prove that people really do give a crap about what they buy and the impact it has.
Find out more about how it panned out from Simon himself! 👇
How the Aussie small business turned into global player
So, what made Who Gives a Crap stand out in a market dominated by big players? A few key factors played a significant role:
Purpose-driven mission
From day one, the brand’s mission has been front and centre. By committing 50% of their profits to help build toilets and improve sanitation in developing countries, they’ve aligned their business success with social impact. This resonates deeply with consumers who want their purchases to contribute to positive change.
Solar panels at their warehouse.
Sustainable products & practices
Who Gives a Crap offers toilet paper made from 100% recycled materials or bamboo, which is both environmentally friendly and high-quality. As awareness of environmental issues grows, consumers are increasingly seeking out sustainable options, and Who Gives a Crap has positioned itself as a leader in this space.
No only are their products sustainable, but so are their practices. Their shipping is carbon neutral, and their warehouses are fitted with solar panels!
Products and materials that are better for your skin
With no inks, dyes, glues, artificial scents or chlorine – which commonly appear in toilet paper from competitors – Who Gives a Crap are clearly ahead of the game. 😎
Killer marketing
Quirky branding
The brand’s playful name, colourful packaging, and witty marketing have helped it stand out. This approach has not only attracted attention but also created a loyal customer base that values both the product and the brand’s personality.
Their witty and relatable social media presence
Scroll their Instagram – it’s filled with hilarious memes. They’ve turned something traditionally conservative – toilet paper – into something funny and engaging with their content.
Check out our blog posts on social media marketing, and small business branding to discover the best ways to market your product!
A meme of their toilet paper, shared to their social platforms.
What's ahead for Who Gives a Crap
Since their launch, Who Gives a Crap has gone from a small start-up to a global brand, with millions of customers worldwide. They’ve donated over $13 million AUD to sanitation projects, helping to improve the lives of people in need.
They’ve shown that it’s possible to build a thriving business that puts people and the planet first, without compromising on quality or profitability.
There’s a lot on the horizon for the Aussie business, including:
Good Time
With Who Gives a Crap doing exceptionally well – for all the right reasons – they’ve started another brand called “Good Time.”
Good Time sells plastic-free, cruelty-free and vegan shampoos, conditioners and soaps (with carbon neutral shipping, just like Who Gives a Crap). They similarly fulfil philanthropic endeavours as Who Gives a Crap, by donating 50% of their profits to clean water initiatives.
It’s amazing to see an Aussie small business, turn into a global phenomenon.
Simon, Jehan and Danny’s story is a powerful reminder that success can be driven by a genuine desire to make the world a better place, one roll of toilet paper at a time. And in their case, that success is measured not just in profits, but in the millions of lives they’ve touched along the way.
To find out more about their philanthropy, click here.
