Epi #39 ~ Who Gives A Crap: Toilet Paper Nudges People to Wipe Greener
Australian toilet paper brand “Who Gives A Crap” effectively guides consumer behaviour away from mass-produced goods towards sustainable alternatives.
What unsustainable behaviour needs to change?
Toilet paper presents a significant environmental concern due to its production process. Mass-produced toilet paper contributes to extensive deforestation, with approximately 1.9 million trees being cut down daily to meet global demand. This massive deforestation not only diminishes vital forest ecosystems but also exacerbates climate change by reducing carbon sinks. The production of toilet paper is also associated with unregulated, often uncounted, carbon emissions. Additionally, the manufacturing process is incedibly water-intensive, consuming approximately 140 litres of water for every toilet roll produced!?
Consumers are encouraged to choose sustainable alternatives like Who Gives A Crap (WGAC), which has been redefining the humble toilet roll for a decade. WGAC isn’t just about loo paper; it’s a movement. They give 50% of profits to sanitation projects, and they’re not shy about it. With products like 100% bamboo and recycled tissue, they’re proving that business can be a force for positive change.?
The Green Nudge
By leveraging Behavioral Science nudges, WGAC effectively steers consumer behaviour away from mass-produced goods towards sustainably sourced alternatives.
?Social Proof: They’re not just selling paper; they’re crafting a community. Every customer is a vote for a greener planet. They do this effectively through both their social media content and throughout the website, with a myriad of positive reviews
Reciprocity: Offers like ?Give $10, get $10‘ aren’t just deals – they’re a pact. You help us, we help you, and together, we help the world.
Authority: It’s not just paper; it’s a promise. Their B Corp stamp isn’t a badge – it’s a battle standard for eco-warriors. And they have plenty of powerful, evidence backed statistics.
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Scarcity: Limited time‘ isn’t a gimmick; it’s a call to action. It’s now or never for the planet.
Emotional Appeal: Every roll has a story. It’s not just about cleaning up after – it’s about cleaning up our act globally.
With half their profits fueling the fight for global sanitation, WGAC is not just wiping away waste but wiping out water woes. They’ve raised AUD $13M+ and they’re just getting started.?
?Want to help spread the good word?
Do you know of any other nudges that facilitate the adoption of sustainable product alternatives? Feel free to get in touch: [email protected]
?About the Author
From?Nicholas Mason. At university, he delved into the psyche of society, only to discover the alchemy of Behavioural Science amidst a career in the advertising labyrinth. For over a decade and a half, he’s been decoding the esoteric 'why‘ behind consumer behaviour. Nicholas has danced across the marketing spectrum, but it’s in the rich tapestry of BeSci where he found the Rosetta Stone for human behaviour.
#behaviouralscience #behaviouraleconomics #behavioralscience #behavioraleconomics #BeSci #marketing #greenmarketing #ecomarketing #purpose
Senior strategic communications professional - Available March 2025 for contract/ interim work
11 个月Interesting article - thanks for sharing! I think one of the most important things these brands can do is be good to use. From personal experience, it's just not as comfortable a product as some competitors. While I love their positioning and 100% agree with your analysis of their #BeSci promotion, they fall at that final hurdle (for me anyway) because the use experience just isn't that great. Pricing is also difficult - they're cheaper per sheet than standard brands, but because the rolls are bigger, the shelf front price is higher. I've just spend 10mins digging around the web and finding comparisons to work this out - that's quite a lot of effort which most people probably won't go to if they're in the supermarket, in a rush and not wanting to spend what seems like a lot of money on this type of consumable. Here in the UK, they're quite hard to find. Only Waitrose (premium supermarket) seems to stock them outside of health / eco-conscious shops. So in terms of the 'Place' of classical marketing theory, I believe that's a struggle. However, I am fully behind what they're doing and agree with you - they're showing that it is possible to create attractive behaviourally informed messages for even the most unlikely product!
Chief Megaphone at Woodford Folk Festival ??
11 个月Nice one Mase. Cracking Aussie company (excuse pun) I saw this while I was recently in Sydney. Confused at first and then took a closer look. Brilliant OzHarvest and Ronni Kahn AO. Here's the case study - https://www.bedegannon.com/ozharvest-useitup. Be cool to see a Neuro Nudge on this one :)