When entrepreneurs Simon Griffiths, Jehan Ratnatunga and Danny Alexander launched the venture in 2012, they began with a simple promise to offer a more sustainable alternative to commercial brand toilet paper. Disrupting the toilet-paper market with bamboo and a social mission WGAC experienced similar rushes to buy toilet paper in Europe, Australia and the U.K., as well. But now, just between November 13-16, sales have surged again over 100% in the U.S. A spike in sales in the spring ushered in brisk business throughout the summer. While companies like Winky Lux capitalized on the giftable hand sanitizer trend earlier this year, another global brand Who Gives a Crap (WGAC) has seen sales and profits skyrocket recently thanks to its premier product: sustainable toilet paper sold direct to consumers. A survey of 1,000 consumers conducted by SAP revealed that 67% of buyers said they were planning to shop online for gifts and 16% said they were planning to give basics like hand sanitizer and toilet paper to friends and loved ones.
But in a season and year like no other, shoppers are increasingly turning to basics and ordering them online. The holiday season commonly heralds the hottest new products from consumer electronics to toys and everything in between. Panic-buying of bathroom wipes continues unabated as the second (or third, depending on who you ask) wave of the pandemic continues to send COVID-19 infection rates soaring, while store shelves empty at a fast clip, as many retailers ration sales of their existing supply. “All I want for Christmas is.toilet paper.”
Designated as a Certified B Corporation, Who Gives a Crap's sustainable business model places an emphasis on making an impact as well as making a profit.
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