Founders Spotlight: The Innovators Behind Who Gives A Crap
At Phable, we’re always on the lookout for trailblazers who disrupt traditional markets with innovative solutions and a heart for social impact. A favourite example of this are the founders of Who Gives A Crap, a company that has not only turned toilet paper into a force for good, but a product every buyer now wants to show off in their bathroom.
Let’s Meet the Founders
Who Gives A Crap was founded in 2013 by Simon Griffiths, Jehan Ratnatunga, and Danny Alexander. United by a shared vision of improving global sanitation, these three entrepreneurs embarked on a journey that would not only change the way we think about everyday products but also make a significant impact on communities in need.
The idea for Who Gives A Crap came from a startling statistic: about 2.4 billion people worldwide lack access to a toilet. This situation leads to numerous preventable diseases and deaths each year. The founders saw an opportunity to address this critical issue through a simple, yet essential product—toilet paper. They envisioned a company that would sell environmentally friendly toilet paper and donate 50% of its profits to build toilets and improve sanitation in developing countries. The founders felt strongly in doing somthing that none of their competitors even considered.
The Product
Who Gives A Crap offers toilet paper made from 100% recycled materials, as well as bamboo and sugarcane fibers. Their commitment to sustainability extends to every aspect of their product, including plastic-free funky packaging (which we’ll get onto). By using eco-friendly materials, the company aims to reduce deforestation and carbon emissions typically associated with paper production globally.
Marketing the Taboo
Their marketing strategy is as unique as their launch. They employ humour and a playful tone to engage customers, turning a mundane product into something filled with energy, fun and one that is meaningful. Their vibrant, eye-catching packaging, combined with witty messaging, has helped the brand stand out in a crowded market. One which previously associates puppies, pillows and bears, to it’s products. Who Gives a Crap have transformed the toilet paper industry, and marketed a product that is now a sort after, stylish bathroom accessory, that every proud home owner wants to display in their lavatory.
The company also leverages transparency and storytelling to build trust and loyalty. They regularly share updates on their impact across their social media channels and OOH campaigns, detailing how the donations are used to improve sanitation globally. This transparency not only reinforces their commitment to the cause but also fosters a deeper connection with their customers,a nd really gives them an instentive to purchase with them, over anyone else on the shelves beside them. Knowing they are contributing to a good cause, whilst getting a stylish product in return, is a great selling point to customers.
Impact and Growth
Since its inception, Who Gives A Crap has grown exponentially, expanding its product line to include tissues and paper towels. They have donated millions of dollars to sanitation projects, making a tangible difference in the lives of people in need. Their efforts have resulted in the construction of numerous toilets and improved sanitation facilities in various communities around the world.
Who Gives A Crap has garnered significant recognition for its innovative business model and impactful mission. The company has been featured in prominent media outlets and has developed a loyal customer base that values its commitment to social and environmental causes.
We are inspired by the story of Who Gives A Crap and the visionary founders behind it. Their unique approach to marketing, combined with a strong commitment to social impact, has turned a simple idea into a global success. We celebrate their achievements and look forward to seeing how they continue to make a difference in the world. Coming soon to a loo near you!