Who Gives A Crap, the eco-friendly toilet paper company on a mission to help provide everyone in the world with access to clean water and a toilet, has announced their latest donation of more than $3 million. The Australian brand, which launched its U.S. team in 2016, uses half its profits to fund water, sanitation and hygiene initiatives, which in 2023 alone helped support 845,000 people worldwide.
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WaterAid India team member showing the improved toilets at an Anganwadi center. (Photo: WaterAid - Abhijit)
Founded in Australia in 2012, Who Gives A Crap has since expanded its D2C model to the U.S. and most recently became available in Whole Foods Market and Erewhon Markets, beginning April and October 2024, respectively. The brand’s global expansion of retail availability and direct-to-consumer online sales is fueled by its 50 percent donation model and a belief in making good products that help people all around the world.
While Americans still feel squeezed by inflation and a global cost of living crisis remains a concern, this significant donation demonstrates how customers are still seeking to do good with their product choices. YouGov survey findings published earlier this year showed 1 in 3 Americans and 45 percent of global consumers are more likely to buy from a brand that donates to charity.
With this donation, Who Gives A Crap has raised more than $12.5 million in total, cementing its impact as a social enterprise committed to addressing the global health issue of poor water and sanitation, which causes the death of 1.4 million people annually.
Working in partnership with a group of nonprofits, including WaterAid Australia, Fresh Life, and Water For People, Who Gives A Crap has helped support some of the world’s most vulnerable communities gain access to clean water and toilets through unrestricted grants, which allow non-profits the ability to apply funds where they are needed most.
"Who Gives A Crap empowers us to focus on what truly matters: delivering high-quality, reliable WASH services to the people living in informal settlements in Kenya. Their dedication to solving this global issue with trusted partners, through unrestricted grants, means we’re able to make the biggest impact and prioritize accessibility for everyone,” said Lindsay Stradley, Co-Founder and CEO of Fresh Life. “Since Who Gives A Crap jumped on board in 2016, we've been able to make a real difference in the lives of hundreds of thousands of people.”
Who Gives A Crap’s latest contribution is second only to its $4 million donation in 2021, which came on the heels of pandemic-spurred #ToiletpaperGate. The brand’s continued success stands as a testament to its international growth and the introduction of new products, including garbage and pet bags, and limited edition collections.
Co-founder and Chief of Product & Purpose Danny Alexander says Who Gives A Crap’s profit donation model has created a cyclical nature to business and charitable success.
“We have to keep growing our donations in a substantial way to help solve the sanitation crisis. By giving away half of our profits, we’ve built a thriving business supported by a devoted customer base,” he explained. “Today, we’re the world’s largest D2C toilet paper company, with customers proudly showcasing our rolls in their bathrooms and spreading the word within their communities.”
Who Gives A Crap’s Head of Impact Robin Cho echoes Alexander’s sentiment, reiterating the ways social enterprise promotes growth:
“There is a lot more work to be done, but we’re even closer to our goal of giving everyone access to clean water and toilets with the help of our Who Gives A Crap community, who share in our desire to make it fun to do good. They understand a simple act like changing toilet paper can help change the world, which is one reason why 50 percent of our customers have given our rolls as a gift–they also want to get more bums on board.”
Who Gives A Crap is a certified B Corp™, is FSC® Chain-of-Custody certified and has an A environmental rating from the Natural Resources Defence Council. The toiler paper brand’s profit-for-purpose business model saw the social enterprise ranked as Australia’s top corporate giver in 20241.
For more information about Who Gives A Crap’s impact, head to https://us.whogivesacrap.org/pages/our-impact or, follow Who Gives A Crap on Instagram @whogivesacraptp.
High-res imagery: Here
About Who Gives A Crap
Who Gives A Crap is a B Corp™ certified business, recognised for the highest levels of environmental and social impact. Their products are eco-friendly, made using recycled and sustainably managed sources that are FSC® Chain-of-Custody certified (C190271) and delivered to nearly 40 countries with complimentary carbon-neutral shipping.
The business launched in 2012 when co-founders Simon Griffiths, Danny Alexander and Jehan Ratnatunga learnt that billions of people do not have access to a toilet. From the beginning, the company has donated 50% of its profits to clean water and sanitation non-profits worldwide. To date, Who Gives A Crap has donated over $12 million to partners around the world that work with local communities to improve access to water, toilets and hygiene solutions. The company strives to continually reduce its environmental footprint whilst helping billions of people in need.
1Who Gives A Crap was ranked the top Australian corporate giver listed by percentage of profits per Forbes Australia in August 2024.
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