Who Gives A Crap has surpassed $20 million in total contributions to global water, sanitation and hygiene efforts, proving that its ‘profit-for-purpose’ business model can scale effectively.
The social enterprise said the milestone highlights how purpose-led business models can be a scalable alternative to traditional philanthropy, particularly as global aid budgets tighten.
The business was founded in 2012 with the sole mission of helping to ensure people across the globe have access to clean water and a toilet.
The company established its business model by selling everyday essentials and donating half of the profits. It currently supports five organisations, including Fresh Life, Water for People, and WaterAid Australia.
In Australia, Who Gives A Crap has seen an uptick in national availability and purchases, with in-store presence at 2920 physical locations across major retailers and a 19.97 per cent year-on-year growth in Woolworths during the year ended July 2025. The brand is also second in the category for brand loyalty at Woolworths.
“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,” said co-founder Simon Griffiths.
Joanna Fazio, head of impact at Who Gives A Crap, added that 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,” Fazio said.
