Q4 • 2022


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was $2.5 million. In 2020, when pandemic- driven toilet paper buying went through the roof, they donated $5.85 million. After that insane one-year spike, the brand is now back on a more predictable growth plan, and plenty of investors see that growth potential. Reports say that Who Gives a Crap made $20 million in profits in its first nine years of existence and, in late 2021, the company secured $41.5 million in its first round of funding. Their investors have been chosen carefully. Griffiths told SmartCompany that the team had “a 30-year thesis” and that he was looking for “patient capital” that was aligned with the mission of giving back. Indeed, many of the investors—even a collection of Aussie athletes—came because they wanted to be involved in a company doing good, becoming built-in influencers! Who Gives a Crap also prides itself on being sustainable, creating products that are plastic-free and made from recycled materials or bamboo, which grows quickly. In 2020, it announced a carbon-neutral shipping program that involves the company purchasing carbon offsets that benefit forestry projects. Those efforts, the company says, come at no extra cost to consumers. Their do-good business model meant


they had to be a startup that actually made money so they would be able to give it away. Clever, humorous marketing and messaging have always played a key role in that accomplishment. The company is not afraid to tell its audience about the good it is doing and that its charitable contributions are driven by the consumer’s choice. Still, Who Gives a Crap makes an effort not to proselytize. The recycled rolls are wrapped in paper


packaging that is bright, vibrant, and fun, while the bamboo-based rolls have a more premium look in black, gold, and white. In 2018, the company evolved its packaging and updated the logo, spending their time, as they say, “making theW look like a bum.” The last few rolls at the bottom of each shipment are wrapped in red paper and branded as “Emergency Rolls” with messaging reminding you to reorder so you don’t “risk getting caught with your pants down.” Even 10 years on, a bit of potty humor is always involved.


The company website uses catchy copy


that gives the brand a distinct tone of voice. Two home page sliders are prime examples: “Delivered to your door. Well, to your front door. To your bathroom would be creepy.” And: “Nice bum! It deserves some seriously soft toilet paper.” In its email marketing and onsocial media,


Who Gives a Crap maintains this consistent tone of voice. Their company newsletters are written using the same toilet humor and dad jokes found onthewebsite and packaging. In short, they sound like a buddy, rather than a company simply trying to get you to click the BUYNOWbutton. If you sign up for the company newsletter, theywill give you $10 off your first order. You’ll receive $5 off your next order if you refer a friend, and your friendwill receive $5 off as well. The personality remains on the brand’s


Instagram and Facebook accounts, where they have nearly 300K followers each. Their posts include sustainability-minded messages and product beauty shots, of course, but also posts such as an illustration showing six easy exercises to do on the toilet, a guide to naming


your toilet, and a question about how many followers use their phone on the toilet. As one might expect of a company with a mission to save lives, culture is important at Who Gives a Crap. In an online interview, cofounder Danny Alexander said the company isn’t necessarily recruiting people who have worked at nonprofits. Instead, they are aiming to build a pool of talent that is focused on “solving the big problems of the world,” finding employees who will be capable of making decisions based on the values shared by the company. Even their job descriptions spell out what


to expect if you should apply for a position at Who Gives a Crap: a three-to-four-week interview process with nine hours spent interviewing and doing paid project work. The messaging on the job description is cheeky, too, encouraging applicants to “Come roll with us.” Get it?


Unsurprisingly, there is one personality trait


required for every job posted on the website: that you give a crap. 


ReasonsWho Gives a Crap is a Brand We Love Certified B Corp™ Carbon-neutral shipping Creative packaging and campaigns Transparent company policies and impact reports


50% of profits donated to build toilets/improve sanitation in developing worlds Great blog reads


Consistent tone of voice and messaging in all communications


WIN SOME TP! GOOD for your bum.


100% Bamboo, 100% Recycled, OR the Earth: Limited Edition TP


You get to choose if you’re the winner of a Who Gives a Crap GIFT CARD as part of our year-end giveaways!


GREAT for the world. G


G


QR code or register at:


modernlitho.com/giveaways-Q4-2022 Scan this


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