Who Gives A Crap: The Eco Brand That Puts Its Money Where Its Mouth Is

Imagine sitting on a toilet for 50 hours to launch a business. That’s exactly what Simon Griffiths, co‑founder of Who Gives A Crap, did back in 2012 to raise the initial $50,000 via Indiegogo—and it worked. By March 2013, the first rolls of toilet paper rolled out into homes—and into philanthropic efforts: 50% of all profits go straight to organizations improving sanitation in parts of the world that lack basic toilets and clean water.

The idea was created when founders of the company learned that billions of people don’t have access to clean water or a toilet and the want to do something about it. That’s when they created their business model – 50% of profits donated to help the billions of people in need.

The Real Eco Deal: No Trees Were Hurt

• Their 100% recycled rolls come from post-consumer paper—not fresh-cut trees—and are wrapped in FSC-certified recycled paper, eliminating plastic entirely.
• Their premium bamboo version uses fast-growing, renewable bamboo fibres, is biodegradable and septic-safe.

A UK consumer study found Who Gives A Crap along with The Cheeky Panda bamboo rolls were legitimately 100% bamboo—unlike some competitors.

One phrase on their website resonated with me: “just because it’s eco, doesn’t mean it’s crap. The stuff you buy should work well, look good and not destroy the planet.”

Product Lines & Materials

1. 100% Recycled Toilet Paper

• Made entirely from post-consumer waste paper (like textbooks, office/copy paper), with a small amount (~5%) of post-industrial recycled fibers.
• Rolls and wrappers are 100% paper—no plastic.

2. 100% Bamboo Toilet Paper

• Sourced from fast-growing bamboo in Sichuan Province, China, often grown by small-scale farmers.
• The brand describes this option as its softest and strongest, along with being tree-free and chlorine-bleach-free.

Packaging & Delivery Practices

• Plastic-free packaging: both toilet paper rolls and bulk cartons use recyclable paper materials.
• Delivers with carbon-neutral shipping, offsetting emissions from transit.

Who Gives A Crap for me is more than just a clever name — it’s a case study in how creativity, persistence, and social purpose can combine to transform even the most ordinary products. I believe it’s worth staying curious about where our products come from, how they’re made, and who benefits along the way. Because sometimes, even toilet paper can tell a bigger story about the world we want to build.