Beyond the Bathroom: How Who Gives A Crap, a $20 Million Social Enterprise, Inspires Global Change
- yanabijoor
- 2 days ago
- 3 min read
What is the problem?
First, two billion people lack clean water and toilets to reduce the spread of life-threatening diseases. Second, traditional toilet paper is a costly option because standard brands rely on deforestation and high-energy production.
What is the solution?
Since 2012, Who Gives A Crap, a Melbourne-founded social enterprise provides an ethical alternative by manufacturing toilet paper, paper towels, and tissues from 100% recycled paper or forest-friendly bamboo. Its solution centers on a "profit-for-purpose" model where 50% of all profits are donated to specialized partners like WaterAid and Fresh Life to build toilets and improve hygiene infrastructure in areas that need it the most. By utilizing vibrant, plastic-free paper packaging and a direct-to-consumer subscription model, they make sustainable living convenient and aesthetically pleasing for the modern household.
What is the business model and capital raised?
Beyond its primary direct-to-consumer website, the enterprise has expanded its reach through strategic partnerships with major retailers and wholesale distributors.
E-commerce and Automation: Using Shopify, the brand has scaled into nearly 40 countries, leveraging localized expansion stores to tailor messaging and pricing for the US, UK, and European markets. This digital-first approach resulted in a 20% increase in customer lifetime value and 2X year-over-year revenue growth during its international expansion.
Retail Presence: The brand has successfully transitioned into physical retail, with presence in over 2,920 locations, including major chains such as Woolworths in Australia and Tesco and Waitrose in the UK.
Capital Raised: While the company was famously bootstrapped through a $50,000 Indiegogo campaign, it eventually raised $41.5 million AUD in 2021 to accelerate its global mission.
Why is it innovative?
The innovation of Who Gives A Crap lies in its “humor-led philanthropy.” While many social enterprises rely on somber appeals, this brand uses puns and colorful packaging to turn a mundane chore into a joyful act of activism. This “fun for good” approach has built brand loyalty, particularly during the COVID-19 pandemic when #ToiletPaperGate drove a waitlist of 500,000 people.
What is its impact?
Who Gives A Crap recently surpassed several major milestones:
Total Donations: The company has donated over $20 million AUD to global water, sanitation, and hygiene (WASH) initiatives to date.
Product Volume: They have sold more than 800 million rolls of toilet paper, reaching over 1 million customers in Australia alone.
Environmental Conservation: By prioritizing recycled and bamboo fibers, they have successfully diverted thousands of customers away from non-eco brands. 91% of their new Woolworths customers previously bought traditional, non-sustainable toilet paper.
What are the areas to improve?
The company faces challenges related to price sensitivity and logistics. In many markets, their premium ethical rolls are priced significantly higher than supermarket own-brand recycled options, which may limit their reach during economic downturns. Additionally, while their shipping is carbon-neutral, the carbon footprint of moving heavy paper products across the globe remains an area for optimization. To reach their goal of donating $50 million AUD by 2028, the company must continue to localize production and manage the rising costs of raw materials, such as bamboo, which are subject to international trade tariffs and supply chain fluctuations.
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