“Who Gives A Crap”: Toilet Paper nudges people to wipe greener

What unsustainable behavior 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 incredibly 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.
• 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. 

Do you know of any other nudges that facilitate the adoption of sustainable product alternatives? Feel free to get in touch: hello@green-nudges.com