Toilet paper that builds toilets
Who Gives A Crap (whogivesacrap.co.uk) scores 74 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among E-commerce brands, Non-profit brands, Other brands, in the 35th percentile of 19939 E-commerce brands.
Who Gives A Crap is an Australian company, founded in 2012, that sells eco-friendly paper products such as toilet paper made from bamboo or recycled materials. The company donates 50% of its profits to global sanitation causes, aiming to help provide access to clean water and toilets. It operates as an e-commerce business targeting environmentally conscious consumers seeking sustainable alternatives to everyday paper products, while also addressing deforestation through its manufacturing choices.
| Brand Name | Who Gives A Crap |
|---|---|
| Domain | whogivesacrap.co.uk |
| Industry | E-commerce, Non-profit |
| Founded | 2012 |
| Main Competitors | Seventh Generation (82/100), Reel Paper (85/100), Caboo, Tushy (87/100), Cottonelle, Charmin, Grove Collaborative (88/100) |
Moz Domain Authority 2/100 vs category average 42 / leader 99 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Who Gives A Crap has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Help reduce deforestation with eco-friendly products in the US. 50% of profits donated to global causes. Join us and shop now!" (Meta description: 21 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), og:title, og:description, og:image, Twitter cards, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt mentions GPTBot, ChatGPT-User, ClaudeBot, Google-Extended, PerplexityBot - all allowed - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, Shopify.
Social footprint: verified profiles on Instagram, Facebook, X (Twitter); no detected presence on LinkedIn, YouTube, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Who Gives A Crap?", Claude could identify the brand as of October 2026. Who Gives A Crap is an Australian-founded e-commerce company that sells toilet paper, paper towels, and tissues made from bamboo or recycled paper, wrapped in colorful patterned packaging, and donates 50% of its profits to build toilets and improve sanitation access in developing Best known for Donating 50% of profits to sanitation charities while selling playfully packaged, eco-friendly toilet paper.
When asked "Best brands similar to Who Gives A Crap?", Claude would recommend Who Gives A Crap as of October 2026. It's a well-known and distinctive brand in the sustainable household goods space, often cited as a standout example of mission-driven e-commerce.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Who Gives A Crap's main competitors in E-commerce: Seventh Generation (82/100), Reel Paper (85/100), Tushy (87/100), Grove Collaborative (88/100).
Sources: Brand Analyzer scan
Who Gives A Crap is an Australian company founded in 2012 that produces eco-friendly toilet paper and other paper products made from bamboo or recycled materials. It is recognized as a social enterprise that combines consumer goods sales with charitable giving, donating 50% of its profits to global sanitation initiatives.
Sources: Who Gives A Crap official site
Who Gives A Crap has moderate AI-search visibility, scoring 56/100 on Brand Analyzer's AI visibility composite (visibility 61, trust 40, recommendation 65). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Who Gives A Crap official site
Who Gives A Crap was founded in 2012. Who Gives A Crap operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Who Gives A Crap offers eco-friendly paper products, including toilet paper made from bamboo or recycled materials, as part of its core product line. The company positions these as sustainable alternatives to conventional paper goods for environmentally conscious households.
Sources: Who Gives A Crap official site
Who Gives A Crap scores 65/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Who Gives A Crap official site
Who Gives A Crap is known for its eco-friendly toilet paper made from bamboo or recycled materials and for donating 50% of its profits to global sanitation causes, helping provide clean water and toilets to communities in need. The brand is also recognized for its playful branding and mission-driven approach to everyday household products.
Sources: Who Gives A Crap official site
Who Gives A Crap can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Who Gives A Crap official site
Who Gives A Crap is popular among environmentally conscious consumers because it offers sustainable alternatives to traditional paper products while tying purchases to a charitable cause-donating 50% of profits to provide clean water and toilets globally. This combination of eco-friendly materials and social impact appeals to ethically minded shoppers seeking to reduce their environmental footprint.
Sources: Who Gives A Crap official site
Who Gives A Crap's products are used by environmentally conscious consumers and households who seek sustainable, ethical alternatives to everyday paper products such as toilet paper. Its customer base typically values both environmental responsibility and social impact in their purchasing decisions.
Sources: Who Gives A Crap official site
Who Gives A Crap scores 56/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Who Gives A Crap has a limited AI-visibility profile at 56/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (65/100) and its weakest is trust (40/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: a low Moz Domain Authority of 2/100 and thin schema.org structured data. In a live check, Claude could already identify Who Gives A Crap from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Who Gives A Crap: White Label IQ (74/100), Western Hunter (74/100), Wicks Aircraft (74/100), Widmer's Cheese Cellars (74/100).
A step up - brands to learn from: ZuPreem (81/100), Zulay Kitchen (81/100).
Category leader: DHL (97/100).
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