How an Aussie Company Made Sustainability Fun and Profitable

Sometimes, the best ideas are born from necessity. For Simon Griffiths, the founder of Who Gives A Crap, that necessity just happened to be toilet paper. In 2010, Simon learned a staggering fact: over 2 billion people globally lacked access to basic sanitation. This sparked something in him – a determination to create a business that would not only sell a quality product but also improve the world.

The Cheeky Startup (2012)

Who Gives A Crap officially launched in July 2012, armed with a mission and some seriously quirky branding. Their idea was daring: sell eco-friendly toilet paper, tissues, and paper towels, and donate a whopping 50% of their profits to sanitation projects. But they needed funding.

Undeterred by conventional methods, Simon resorted to an unusual crowdfunding tactic. He sat on a toilet in a warehouse for 50 hours straight, refusing to leave until they raised the initial $50,000. This unorthodox campaign worked. It captured the media’s attention and showcased the company’s playful spirit.

Building a Brand, Building Toilets (2013 – Present)

The first deliveries of Who Gives A Crap rolled out in March 2013. Since then, the company’s growth has been nothing short of remarkable. Here’s how they’re making a global impact:

• Millions Donated: To date, Who Gives A Crap has donated over $10 million (AUD) to sanitation initiatives worldwide.
• Projects Across Continents: They’ve funded clean water wells in Cambodia, providing access to safe drinking water for over 100 families. They support hygiene education programs in India, empowering women and girls, and build toilets in Timor-Leste, improving health and dignity within communities.
• Sustainable Materials: Their products are made from 100% recycled paper or bamboo. This saves water, reduces deforestation, and decreases their carbon footprint.
• A Customer’s Impact: “Knowing my toilet paper purchase helped a child have a safe bathroom makes me choose Who Gives A Crap every time!” – Sarah, WGAC Customer

Why Who Gives A Crap Works

• Quality Meets Conscience: Soft, strong, and completely tree-free, their products prove eco-consciousness doesn’t mean sacrificing quality.
• Branding Brilliance: Bright, fun packaging and cheeky slogans make them stand out from boring competitors.
• Mission-Driven: Their commitment to sanitation isn’t just marketing; it drives everything they do.

The Impact Beyond Toilet Paper

Who Gives A Crap is more than just a feel-good purchase. They’re a force for change, proving that businesses can be profitable and purpose-driven. Most importantly, they’re providing clean water, sanitation, and hygiene education to communities in need, improving countless lives.

From Warehouse to World Changer (and Beyond)

The next time you reach for a roll of toilet paper, consider Who Gives A Crap. With ambitious goals to expand their product range and reach even more countries, their mission for positive change is far from over. It’s a choice that supports a company proving doing good and doing well can go hand in hand.

Want more inspiration? Check out these other incredible tales of small business success