Who Gives a Crap (Final)


TO: Clark Hansen, CEO, AMDP

FROM: Lesley Omenge, R&D, AMDP

DATE: April 26, 2022

SUBJECT: Recommendation to Invest in Who Gives A Crap 



As part of the research development department at AMDP, it is my role to find new companies to invest in! My goal is to find businesses that not only focus on financial responsibility but also on environmental and social responsibility. After researching, I would highly recommend Who Gives a Crap! Who Gives a Crap is a social enterprise that focuses on creating environmentally sustainable toilet paper from Bamboo.



AMDP Standards


Before exploring more about Who Gives A Crap, I will explore the standards that AMDP looks for in possible investments.



Triple Bottom Line


When creating a business, people often first focus on how they will gain profit. But the triple bottom line suggests a new metric for measuring a business’s impact and success. It incorporates the economy, society, and environment in one theory. This theory allows businesses to fully account for any externalities that may arise. These areas are often known as people, planet, and profit (Kenton).

  • People. This bottom line refers to the impact that the business has on customers, employees, stakeholders, and communities where the business operates (Slaper and Hall). 

  • Planet. This bottom line refers to the environmental impact of the business. Businesses can look at various ways to limit their harm to the environment and instead ways that they can contribute to lowering their carbon footprint (Slaper and Hall.

  • Profit. This bottom line ensures that the financial growth is sustainable in order to keep the business running (Slaper and Hall). 



Corporate Social Responsibility


The Triple Bottom Line incorporates corporate social responsibility (CSR). CSR is a self-regulation business model that shows how a business is committed to contributing to society's well-being (Reckmann). It provides social accountability because it ensures that businesses are making a positive impact on society. When a business engages in CSR, it gains an improved brand identity, attracts and maintains employees, and increases its appeal to investors (Reckmann). There are four types of corporate social responsibility (Pacific Oaks College).

  • Environmental Responsibility. A business engaging in environmentally friendly practices.

  • Ethical Responsibility. A business engaging in fair business practices in all areas such as the treatment of employees and customers.

  • Philanthropic Responsibility. A business that gives back to its community and gives donations to organizations that have a similar goal, values, and/or mission.

  • Economic Responsibility. A business that is not solely focused on making a profit, but instead making financial decisions that focus on doing good. 



Social Enterprise


A social enterprise is a cause-driven business that mainly focuses on doing good. The main source of funding is through selling goods and services to the consumer. The key factor that makes a social enterprise different from a traditional business is that it is not focused on solely maximizing profit. In essence, a social enterprise focuses on “maximizing profits while maximizing benefits to society and the environment” (Barone and Estevez).



Carbon Footprint


A carbon footprint is the amount of carbon dioxide (CO2) or greenhouse gases emissions produced by a person, corporation, or entity. It is usually measured in tons of CO2 per year (Selin). The exact number of someone's carbon footprint is hard to determine. But ways to measure it as a business is by considering the direct business emissions such as energy and fuel use in the buildings. Its important to also consider indirect business emissions such as employee commutes, software use, and product transportation. Indirect emissions usually fill most of the business emission amount (Sustain.Life Team). Based on the Elytus team, the five ways to reduce corporate carbon emissions are to

  • Reduce Energy Use

  • Eliminate Single-Use Plastic

  • Offer a Flexible Work Schedule to Limit Commuting

  • Track and Change Supply Chain Inefficiencies

  • Educate Employees on the Carbon Footprint



Who Gives a Crap 


Who Gives a Crap is a Certified B Corporation. This means that it “meets the high standards of social and environmental impact” (What is a B Corp™?) It focused on creating environmentally sustainable toilet paper from Bamboo. They sell premium priced toilet paper for a good cause. The goal is to provide clean water and toilets to people who don’t have one. To achieve their social impact goal, they give 50% of their profits towards this cause (About Us). This company is ten years old. It started in 2012 when the cofounder started a crowdfunding campaign to raise money to start production. Who Gives a Crap is respected in its field because of its ability to stand out in a $31 billion dollar industry. They began production with $50,000 dollars from crowdfunding (About Us). Currently, they gain an annual revenue of $46.7 million dollars per year (Growjo). To date, they have donated $7, 800, 000 million dollars to this cause.



Claims


Who Gives a Crap states toilet paper can't be organic. But they work hard to ensure their toilet paper is good for the environment (Why is Everyone Searching for Organic Toilet Paper?). These are their claims regarding their business practices.


  • Not Organic, but 100% Recycled. It is made from recycled fibers like post-consumer waste paper.

  • Not Organic, but 100% Bamboo. Bamboo is a sort of grass that grows fast after harvesting. It is environmentally friendly because it is biodegradable.

  • Not Organic, but Carbon Neutral Shipping. They achieve this by paying ‘for carbon offsets that are equal” to the carbon they produce. Because of this, there are no net carbon emissions in the atmosphere.

  • Not organic, but B Corp certified. As stated earlier, it “meets the high standards of social and environmental impact.”

  • Not organic, but helping reduce deforestation. Using recyclable fibers and bamboo alternatives reduces the number of trees that get cut down. 

  • Not organic, but doing good for the world. They donate profits to “help build toilets around the world.”




Critics Appraisal

One of the major criticisms that often comes up when discussing environmentally friendly toilet paper is whether it can truly replace the traditional toilet paper in quality. “The U.S. toilet paper industry revolves around softness, with giant brands engaging in a decades-long marketing battle over touch and feel” (Sirtori-Cortina). Based on many reviews, Who Gives A Crap passes this test. According to the Sustainable Jungle article, Who Gives a Crap toilet paper has “no scratching or cringing. ” They claim they “would never have known it was recycled in a blind feel test (Ruby et al.)” 

Similarly, Burkhardt from CNN Underscored, states “The bamboo option really does feel like plush toilet paper and, unless you have very high criteria for toilet paper, we doubt you’ll notice a difference” (Burkhardt and CNN Underscored). Burkhardt continues to say, “when you take into account Who Gives A Crap’s sustainability, its charitable efforts and its top-notch quality, there’s no question that Who Gives A Crap toilet paper is worth it. In our opinion, it’s the best option out there for people who want to shop more consciously” (Burkhardt and CNN Underscored). In essence, Who Gives a Crap does what traditional toilet paper can do in terms of quality and so much more.



Recommendation


Who Gives A Crap not only stands out because of the vibrant yet environmentally friendly packaging but their ability to succeed in a very competitive toilet paper industry market. Who Give a Crap leverages its profit to help the environment while helping people without access to toilets. They cater to the people they serve, nurture the plant they preserve, and share the profit they gain. They are truly a genuine company that fits all the AMDP Standards. 


Through my research, I have yet to find any unreliability in their claims. I have only found stories of people who rave about the quality of Who Gives a Crap products. I believe that Who Gives a Crap is a great investment opportunity- financially, socially, and environmentally. They are helping the world, one roll at a time!







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