Who Gives A Crap
Author: Tano Faria
The Problem(s):
The problems that Who Gives A Crap is addressing are twofold - the environmental impact of traditional toilet paper production and inadequate sanitation in developing regions.
The traditional toilet paper industry has a substantial environmental footprint. Over 19 billion kilometres of toilet paper are consumed globally each year, a demand that results in the cutting down of approximately 712 million trees annually.
This not only accelerates deforestation and harms biodiversity, but also depletes vital carbon sinks, thus contributing to climate change. Additionally, the production of conventional toilet paper requires billions of tons of water, a resource that is increasingly scarce in many parts of the world.
The environmental damage caused by the toilet paper industry disproportionately affects disadvantaged communities. While contributing the least to global pollution, these communities bear the brunt of climate change impacts, including those related to deforestation and water scarcity.
The second problem…
Globally, about 40% of the population lacks consistent access to toilets, which has severe health implications. This gap in sanitation leads to nearly 289,000 preventable child deaths each year from diarrheal diseases. In many developing countries, inadequate sanitation is a leading cause of hospital admissions, with nearly half of all hospital beds occupied by patients with sanitation-related illnesses.
Improving sanitation infrastructure in underserved areas can have a transformative effect. Reliable access to clean water and safe toilets reduces the spread of diseases like cholera and improves public health outcomes. It also has social benefits—better sanitation in schools can boost attendance rates and academic performance, particularly for young girls, who are more likely to stay in school when proper facilities are available.
The Solution:
To address these pressing issues, Who Gives a Crap launched with a mission: “to give everyone in the world access to clean water and a toilet.” Their two-pronged approach involves producing toilet paper made exclusively from recycled paper and bamboo and donating 50% of their profits to sanitation programs worldwide. By reducing the environmental impact of paper production and funding global sanitation, they promote both environmental and social well-being.
The core principle behind Who Gives a Crap’s model is to create everyday products that drive social good. Starting with toilet paper, they have expanded their product line to include sustainable paper towels, tissues, and kitchen cloths. By using only bamboo and recycled paper, they significantly reduce their carbon footprint compared to their competitors who rely on the virgin wood pulp industry, a sector that contributes between 10% and 14% of global deforestation.
One of Who Gives a Crap’s major innovations is its profit donation model. Now, they do acknowledge that this approach means a premium price for their products. However, through their transparent marketing, they emphasise how their customers contribute to environmental preservation while funding life-changing projects in underserved communities.
Impact and Lessons:
Their fun and colourful marketing (particularly their toilet-related innuendos!) helps to engage customers with the company’s story and mission. Yet, while their marketing is lighthearted, their commitment remains serious, showing how consumer and producer decision-making can create global change by combining profit with purpose.
The impact of their work is substantial. Who Gives a Crap has donated over 13 million AUD to sanitation and clean water projects worldwide, partnering with WaterAid and other NGOs to improve millions of lives in developing countries. Recently, they received B Corp™ and FSC certifications, earning international recognition for their social and environmental efforts. Their success demonstrates that giving customers the option to make a difference with their every-day spending is an effective way to drive positive change at scale.