• Lindsay Grace Kinniburgh

Brands with Purpose - Why We Love Who Gives A Crap!

Made in Australia, Who Gives A Crap is a butt wiping brand that cleans bums while raising funds.

Example of Brands with Purpose - Who Gives A Crap

Who Gives A Crap was a concept brought to life after three international bum-cleaning-heroes learnt that around 40% of the global population don't have access to a toilet.

They also learned that almost 800 children per day die every year from diarrhoeal diseases caused by poor water and sanitation.

Deciding there was plenty of room in the market for a new type of wipe, in July 2012, Simon, Jehan and Danny launched a more thoughtful type of toilet tissue - a bog roll with brand purpose!

What Makes Who Gives A Crap Special?

There are plenty of reasons to get attached to Who Gives A Crap - and it’s not just that their fun-loving toilet paper is kind on the hind!

At the heart of Who Gives A Crap are two brand purpose promises:

1. Make toilet paper that’s kind to the planet.

2. Give back to the people living on it.

Brand Purpose Example - Who Gives A Crap

Re-purposed Paper.

Who Gives A Crap is made from 100% recycled paper. The brand has partnered up with local paper factories to use re-purposed paper, which not only reduces CO2 and particulate matter emission but is also saving water.

They also avoid inks, dyes, or scents. And yes, the paper is biodegradable.

No Tress? - Yes Please!

The brand’s range of premium 100% bamboo toilet paper is luxuriously soft, ultra-strong and made without trees - can we get a ‘hell yeah!’

Bamboo is a great sustainable option because it’s naturally fast-growing and rapidly renewable.

Bum Satisfaction Guaranteed.

If your toosh ain’t satisfied - tell them! Who Gives A Crap are so confident in their product, they offer free returns and a full money-back guarantee.

Plastic-Free Mission.

While this B Corp Certified brand isn’t 100% plastic-free just yet, this brand purpose goal is a top priority for the trio.

Currently, the rolls come in a cardboard box, wrapped in paper, with a cardboard core. Who Gives A Crap is one of the only toilet paper companies that use mostly paper packaging. However, for now, there are still a few places where plastic remains.

Tested on Human Behinds!

The brand doesn’t test on animals, only on the finest human bottoms.

Cheeky Branding.

If you check out Who Gives A Crap’s social feed you’ll find their branding to be a little more feel-good than your average toilet tissue brand.

Sure, there are puppies, bears and children - isn’t that the bog-standard! But there is so much more going on with this cheeky little brand that oozes personality, colour and encourages constant interaction with customers.

What does Outsourced imagination love most about this purpose-driven brand?

Outsourced imagination loves brands with purpose, and with 50% of profits going directly to building toilets and supporting water, sanitation and hygiene projects around the world, Who Gives A Crap get a big thumbs up from us!

To-date, Who Gives A Crap has donated a whopping $8.3 million Aussie Dollars to their brand purpose projects.

Doing-good global projects have included building toilets, advancing disability inclusion, and providing soap and handwashing stations in countries like Papua New Guinea, Timor, India and Kenya.

All brand purpose donations go directly to Who Gives A Crap’s partners that include WaterAid Australia & America, WaterShed and iDE - International Development Enterprises.

Brand Purpose Example Who Gives A Crap

Good For Your Bum. Great For The world?

We think so!

To find out more about Who Gives A Crap, hop on their website and get familiar with this bum-lovin' brand.

>> Who Gives A Crap Website <<

Does your brand have purpose?

If you love the idea of positively impacting the planet with your business and brand, why not talk to us!

We can help develop your purpose-driven marketing strategy and give you guidance on how to lean into your unique brand purpose.

Click here to arrange your fuss-free no-obligation consultation.

For more marketing strategies and brand purpose support, check out other Outsourced imagination posts and pages below:

Examples of brands with purpose - Who Gives A Crap

Thanks for dropping by our brand purpose blog!

Lindsay Grace Kinniburgh

Founder & CMO at Outsourced imagination


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