Australian social enterprise Who Gives A Crap has surpassed $20 million AUD in total contributions*, after committing half of its profits since launching in 2012 to global water, sanitation and hygiene initiatives.

With 3.4 billion people globally lacking access to safely managed sanitation**, this milestone highlights how purpose-led business models can be a scalable alternative to traditional philanthropy, particularly as global aid budgets tighten.

Who Gives A Crap launched with an unconventional crowdfunding campaign that saw co-founder Simon Griffiths sit on a toilet for 50 hours until enough pre-orders were raised to start production. It was driven by one mission – to help ensure that everyone, everywhere had access to clean water and a toilet.

The model is simple but radical: sell everyday essentials and donate half of the profits. As revenue grows, so too does the ability to fund long-term, systemic change.

Fast forward to today, Who Gives A Crap supports five incredible organisations, including Fresh Life, Water for People, and WaterAid Australia, who are driving transformative change in water, sanitation and hygiene around the world – whether that be training women to become certified plumbers in Bolivia, ensuring schools in Cambodia have clean water supplies, or bringing safe and dignified toilets to homes and communities in Haiti and Kenya.

In Australia alone, Who Gives A Crap has seen an uptick in national availability and purchases. This growth shows genuine consumer demand for purpose-driven brands. Businesses that do good can capture new audiences, change habits, and inspire shoppers to choose sustainable options over traditional products, as demonstrated by:

• 19.97% year-on-year growth in Woolworths (Jul 2024–Jul 2025)

• Broader national availability, with in-store presence in 2,920 physical locations across major retailers and independents

• 91% of Woolworths toilet paper customers who switched to Who Gives A Crap in the last 52 weeks came from non-eco brands, demonstrating mainstream behaviour change

• Who Gives A Crap is second in category for brand loyalty at Woolworths (last 52 weeks)

CEO and co-founder of Who Gives A Crap, Simon Griffiths believes this commercial success directly fuels greater impact.

“Every time someone switches their toilet paper to Who Gives A Crap, it helps build toilets and support sanitation efforts around the world. The more we grow, the more we’re able to invest in long-term solutions.” declares Griffiths.

Rather than providing short-term, project-based funding, the vast majority of Who Gives A Crap’s donations are given as unrestricted support, enabling partners to allocate funds where they are needed most – whether that is community support, infrastructure, innovation or policy advocacy.

This impact is reflected through partners like Water For People, whose collective 2025 milestones include providing over 511,000 people with improved sanitation and 303,000 people with safe water access.

Who Gives A Crap is proud to be among the supporters fuelling this progress, including the rehabilitation of water systems across 79 Rwandan schools, ensuring over 62,000 students and staff have the facilities needed for safe hygiene and uninterrupted learning.

Joanna Fazio, Head of Impact at Who Gives A Crap says providing flexible unrestricted funding to impact partners allows them to decide where and how money is best placed to drive long term systemic change.

“Long-term, flexible funding means our partners can fix the system and not just fund one project at a time. When communities have this kind of support – whether it’s women becoming certified plumbers, or governments building fairer subsidy programs – the impact can last for generations.”

The company’s approach to impact is continuing to evolve, in line with changing societal and environmental needs. In a sector first, the company has backed methane-avoidance sanitation carbon credits that convert human waste into fertilizer and animal feed – tackling both sanitation and climate challenges in tandem.

For more information about Who Gives A Crap’s impact, visit: whogivesacrap.org/pages/our-impact

About Who Gives A Crap

??Who Gives A Crap is a B Corp certified business, recognised for?meeting high standards of social and environmental performance. Their products are eco-friendly, made using recycled and sustainably managed sources that are FSC® Chain-of-Custody certified (C190271) and delivered to nearly 40 countries with complimentary carbon-neutral shipping. The business launched in 2012 when co-founders Simon Griffiths, Danny Alexander and Jehan Ratnatunga learnt that billions of people do not have access to a toilet. From the beginning, the company has donated 50% of its profits to clean water and sanitation non-profits worldwide. To date, Who Gives A Crap has raised over AU$20 million to partners around the world that work with local communities to improve access to water, toilets and hygiene solutions. The company strives to continually reduce its environmental footprint whilst helping billions of people in need.