Toilet paper that builds toilets
Who Gives A Crap (whogivesacrap.org) scores 84 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among E-commerce brands, Non-profit brands, Other brands, in the 85th percentile of 18742 E-commerce brands.
Who Gives A Crap is an Australian company, founded in 2012, that produces eco-friendly toilet paper and other household essentials. It donates 50% of its profits to sanitation causes aimed at helping people worldwide gain access to clean water and toilets. The brand positions itself as a purpose-driven consumer goods company combining sustainable products with charitable impact, targeting environmentally and socially conscious consumers, including in the UK market.
| Brand Name | Who Gives A Crap |
|---|---|
| Domain | whogivesacrap.org |
| Industry | E-commerce, Non-profit |
| Founded | 2012 |
| Main Competitors | Cheeky Panda (77/100), Ecoleaf (83/100), Naked Sprout (76/100), Bazoo (72/100), Seventh Generation (82/100), Tushy (87/100) |
Moz Domain Authority 60/100 vs category average 42 / leader 95 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #146,691 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
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 UK. 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, X (Twitter); no detected presence on Facebook, 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 eco-friendly toilet paper, paper towels, and tissues made from recycled paper or bamboo, with 50% of profits donated to help build toilets and improve sanitation in developing countries. Best known for Donating 50% of profits to sanitation charities while selling bamboo and recycled toilet paper in playful, colorful packaging.
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 example of a mission-driven, sustainable consumer goods brand with a distinctive direct-to-consumer subscription model.
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: Cheeky Panda (77/100), Ecoleaf (83/100), Naked Sprout (76/100), Bazoo (72/100), Seventh Generation (82/100).
Sources: Brand Analyzer scan
Who Gives A Crap has moderate AI-search visibility, scoring 69/100 on Brand Analyzer's AI visibility composite (visibility 66, trust 67, recommendation 75). 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 scores 75/100 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 an Australian company, founded in 2012, that produces eco-friendly toilet paper and other household essentials. It operates as a purpose-driven consumer goods brand, selling through e-commerce and donating a significant portion of profits to sanitation causes worldwide.
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 offers eco-friendly, sustainable toilet paper and other household essential products sold through its e-commerce platform.
Sources: Who Gives A Crap official site
Who Gives A Crap is known for selling eco-friendly toilet paper and household essentials while donating 50% of its profits to global sanitation causes, combining sustainable consumer products with social impact.
Sources: Who Gives A Crap official site
Who Gives A Crap is used by environmentally and socially conscious consumers, particularly in the UK, who seek sustainable household essentials that also support charitable causes related to sanitation and clean water access.
Sources: Who Gives A Crap official site
Who Gives A Crap scores 69/100 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 moderate AI-visibility profile at 69/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (75/100) and its weakest is visibility (66/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #146,691 (Tranco). The main gaps holding it back: 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 Oak Pastures (84/100), Tractive (84/100), Wholesome Yum (84/100), Wildfox (84/100).
A step up - brands to learn from: Zoom (91/100), Zappos (91/100).
Category leader: DHL (97/100).
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