Brand of the Month: Who Gives a Crap TP

Who Gives a Crap caught our eye a few months ago with their wonderfully apt brand name, but have earned their spot as our December Brand of the Month for the work they do and their projects this festive period.

This Aussie-based business found its beginnings in July 2012, when owners Simon, Jehan and Danny launched a crowdfunding page on IndieGoGo. What spurred them into action? When they learnt that 2.4 billion people do not have access to a toilet. Since the launch of WGAC, 50% of all their profits go towards building toilets and improving sanitation in the developing world and they actively seek to educate on their cause.

WGAC are really committed to making the world better, one loo roll at a time. They’ve taken their business worldwide and are incredibly transparent about what they do and how they do it. So, while sustainability conversations have only recently become the focus for some businesses, WGAC seems to have been on top of it since their company’s conception with their bamboo and recycled TP. Their packaging is recyclable AND re-useable too. This Christmas season, they’ve collaborated with some great designers to bring us TP packaging that doubles as gift wrap; we certainly didn’t expect to wrap our presents with loo roll packaging but WGAC have us convinced!

When asked, a representative gave us a little more insight into WGAC:

1. What are 3 words/phrases you would use to describe yourselves at WGAC?

“We love toilet humor, TPs, and making the world a better place.”

2. What were the inspirations behind this year’s festive packaging designs?

“We’d worked with three incredible artists for this edition – Maren Munoz , Janine Lecour and M Ū R by Ayca . We hope you give them a follow!”

Elephant’s comment: we love WGAC’s commitment to secondary use with their packaging! And the wonderful designs by the talented artists are the cherry on the top of many a gift this Christmas.

3. Do you have a piece of advice you’d like to share with our readers to hep continue to support WGAC and champion sustainability in 2022? Aside from purchasing your fab loo roll, of course!

“We firmly believe that working towards a better world, one that is fair and just, does not happen overnight or with only good intentions. Who Gives A Crap is built on the idea that we all can make the world a better place (cheesy, we know) by helping people make little choices that give back. We’ve always wanted to be sure that our success as a business was directly tied to our impact on the world. In fact, it’s our business model! And luckily, it’s all working out. More people are wiping with us than ever before, and together with our customers, we’re doing amazing things.”

To learn more about WGAC read more about how they got started and why. We recommend giving the site a visit just for the toilet paper puns!

A huge thank you to the WGAC team, for the amazing work they do and and a special shout-out to Caye for answering our questions. We can’t wait to see what they have in store for the world in 2022.

We’d love to hear your ideas on amazing brands to watch out for in the new year, so reach out to us in the comments or via LinkedIn and Twitter. Don’t forget to check out our blog for more industry insights and key events! For now, we wish you all a Happy Holiday and New Year!