A new wave of eco-friendly bathroom solutions has arrived in Canada, as Who Gives A Crap, the cheeky, mission-driven Australian toilet paper brand officially expands north of the border. The announcement, made in October 2025, puts environmental impact and social change front and center for Canadian consumers, who now have a radically sustainable (and humorous) alternative to conventional toilet paper options.
- The Hidden Cost of Traditional Toilet Paper
- A Brand With a Purpose—And a Cheeky Twist
- Changing Habits, Rolling Out Change
- Canadians: Ready for Sustainable Wiping?
- B Corp Certification and a Down-to-Earth Philosophy
- The Founders’ Why: From a 50-Hour Toilet Stunt to Global Impact
- Where to Roll Next: Get Involved
- Methodology and Source Notes
- Looking Forward
The Hidden Cost of Traditional Toilet Paper
In a new survey conducted by Who Gives A Crap, 83% of Canadians are unaware that their toilet paper is harming the boreal forest—a critical global ecosystem. Even more startling, 88% said they still buy rolls made from virgin trees, despite the fact that over one million acres of the boreal are destroyed every year, threatening biodiversity and accelerating climate change.
A Brand With a Purpose—And a Cheeky Twist
Who Gives A Crap was founded in Australia in 2012, launching when Simon Griffiths sat on a toilet for 50 hours to crowdfund the brand’s first $50k AUD. The brand has since grown from a scrappy disruptor to a global sensation. Now available in nearly 40 countries, it is recognized for colorful wrappers, playful branding, and a serious commitment: 50% of profits are donated to clean water and sanitation non-profits.
Changing Habits, Rolling Out Change
With its Canadian launch, Who Gives A Crap aims to rally more consumers to choose sustainable home products and to raise awareness about the sanitation crisis afflicting billions worldwide. Canadians can now order a complete bathroom kit—from Classic 100% recycled toilet paper and premium bamboo toilet paper to bamboo tissues, recycled paper towels, and durable, reusable dream cloths.
Canadians: Ready for Sustainable Wiping?
The timing may be perfect. Canadians, according to the company’s recent Angus Reid Forum survey, are simultaneously unaware of the impact of traditional T.P. and open to better options: 83% didn’t realize the environmental cost, but a majority said they would try a sustainable alternative if they knew about boreal deforestation and its impact on climate and biodiversity.
Accessible across Canada (except Quebec), Who Gives A Crap’s products make going green simple. The brand’s signature humor and design also lower the activation energy for making an eco-conscious change, whether for homes, offices, or hospitality businesses.
B Corp Certification and a Down-to-Earth Philosophy
Who Gives A Crap isn’t just about messaging. It backs its mission with action, as a B Corp™ certified business recognized for the highest levels of environmental and social impact and for its ongoing efforts to improve its own sustainability footprint. Every step in its supply chain, from recycled and bamboo materials to compostable packaging and water-based inks, is designed to minimize environmental damage—even as sales (and giving) expand.
The Founders’ Why: From a 50-Hour Toilet Stunt to Global Impact
Launched by Simon Griffiths, Danny Alexander, and Jehan Ratnatunga, the business was conceived after the founders learned of the billions lacking access to proper toilets and clean water. From the very beginning, 50% of profits have been donated to non-profits working on this problem, and the business model is hardwired for social good.
Where to Roll Next: Get Involved
Who Gives A Crap is already among Australia’s top toilet paper brands, with rapid growth in the UK and US. In Canada, the products and the broader mission are available for direct order.
Methodology and Source Notes
These findings are based on a survey of 1,503 online adult Canadians, conducted between October 2-6, 2025, by the Angus Reid Forum. The survey has a margin of error of +/-2.53 percentage points, 19 times out of 20.
Looking Forward
Sustainable wiping is more than a bathroom upgrade; it’s a movement. With transparency, humor, and a deep social mission, Who Gives A Crap is challenging Canadians, and the world, to swap their old routines for ones that are softer on the skin and the planet. The everyday choice to wipe right now comes with a ripple effect: the promise of forests protected and communities uplifted, roll by roll.
