Founded in Australia in 2012, Who Gives A Crap’s core mission was to address global sanitation inequality and some 50% of its profits are currently donated to projects that provide access to clean water and toilets for communities in need.
Since its launch, Who Gives A Crap has donated nearly £10mn to water, sanitation and hygiene initiatives, directly improving the lives of more than 845,000 people worldwide.
WGAC’s product range includes toilet paper made from 100% recycled paper or bamboo, as well as ‘forest-friendly’ tissues and kitchen towels. The brand takes pride in reducing deforestation and environmental impact, and has positioned itself as a compelling alternative to conventional paper products.
Subscription-led growth in the UK
Who Gives A Crap first entered the UK market in 2017, initially focusing on a direct-to-consumer subscription model. This approach has proved instrumental in the brand’s expansion, with subscriptions providing a fairly obvious, reliable, predictable revenue stream and allowing for efficient inventory management.
The convenience of regular, automatic deliveries appeals to both households and businesses, ensuring customers never run out of essentials while reducing operational waste for the company. After all, it is something we’re always going to need.
The brand’s distinctive, playful packaging and irreverent tone of voice have really helped it stand out in a crowded market. Humour and memorable branding have encouraged a loyal customer base, driving high retention rates and encouraging wordof-mouth growth. As a result, the company is now the third-largest toilet paper brand in the UK, with revenues in the UK arm rising 18% to £38.7mn in the year to June 2023.
Retail and B2B partnerships
While D2C subscriptions are still pivotal, Who Gives A Crap has broadened its remit through strategic retail partnerships. In 2023, the brand secured its first major supermarket listing with Waitrose, making its products available in 240 stores nationwide and online. This not only increased accessibility for eco-conscious shoppers but also supported the company’s mission to reduce deforestation by encouraging more consumers to switch from virgin paper products.
Additionally, Who Gives A Crap has made significant inroads into the B2B sector. More than 1,500 UK businesses, including hotels, gyms and restaurants, now use WGAC products, collectively recycling hundreds of tonnes of waste paper and, it claims, saving thousands of trees annually. This impressive
B2B growth is supported by initiatives such as carbon-neutral deliveries in partnership with electric courier services.
Impact and future outlook
The brand’s sustainable products combat deforestation, while its profit-sharing model funds vital water, sanitation and hygiene initiatives projects globally. In the financial year 2024 alone, the company donated £2.4mn to water, sanitation and hygiene services. It has also started advocating for the removal of VAT on toilet paper.
Who Gives A Crap is a great example of how a subscription-based, direct-to-consumer model can fuel fast growth, customer loyalty and meaningful social change.
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