Chances are you haven’t thought much about the ethical and environmental impact of your toilet paper. But if you have, would you be willing to pay more for toilet paper that has a positive impact on the environment and contributes towards social good?

Who Gives a Crap, a direct-to-consumer premium toilet paper brand, has cultivated a following of loyal customers who are prepared to do just that. An Australian company that originally launched in 2012 via a crowdfunding campaign, Who Gives a Crap now sells in multiple international markets and is renowned for its strong ethos, creative and humorous marketing copy and a great product.

It has achieved all of this largely through word-of-mouth and a commitment to excellent customer experience (CX). So, how has Who Gives a Crap succeeded in setting itself apart with a product as unglamorous as toilet paper – and built such a beloved brand around it? Let’s take a closer look at Who Gives a Crap’s product offering, online presence, UX and CX to find out.