Welcome back to season 2 of Legally Consumed. In the first episode of this season, our hosts were joined by Kate Sherburn, Legal Beagle (Head of Legal) at social enterprise Who Gives A Crap. Known for its playful branding and bold mission, the company has carved out a distinctive place in the consumer goods industry.
Kate offers insights into what it means to build a legal function inside a purpose-led brand, and how legal teams can support growth, innovation and impact in fast-moving, regulated environments.
The mission behind the model
At Who Gives A Crap, business as usual looks very different. Since its early start-up days, the social enterprise has been shaped around a BHAG (big, hairy, audacious goal): to ensure everyone in the world has access to clean water and a toilet. That mission underpins its business model, which donates 50% of profits to high-impact sanitation charities. To date, the company has contributed more than $18 million globally, and is a certified B Corp, formalising practices that have been embedded from day one. Kate explains that this shapes how decisions are made across the business, with one simple question in mind: “Will this help us deliver on our mission?”
That mission is made real through the company’s partnerships with expert organisations working on the ground. A couple of years ago, Kate took part in one of the company’s impact trips to Bolivia, where she visited a local school celebrating the opening of a new bathroom, something most people would take for granted. The experience was a powerful reminder of how tangible the outcomes of the model can be and how closely the business stays connected to the communities it aims to support.
Turning everyday habits into impact
Before Who Gives A Crap, the company’s founder ran a bar with a social impact element, but quickly realised its limits. It was constrained by people who wanted to drink alcohol, people who were located in that city, and the physical space the bar operated in. The margins were slim, and the potential to scale was limited. Enter their flagship product: toilet paper. With toilet paper, those barriers disappear. As Kate explains, it is a product everyone uses, so if you can attach a social purpose to it, the potential reach is far greater.
From the beginning, the brand leaned into that idea. Bright paper wrappers, cheeky copy, and a distinctive name made toilet paper unexpectedly fun and giftable. The product itself has to be good, and it is, but its success also comes from understanding that humour, quality and environmental intent can go hand in hand. Kate notes that some customers buy their loo rolls just because they like the packaging or the tone of voice, and do not even realise they are supporting a social enterprise. That is the clever part. Rather than trying to change consumer habits, Who Gives A Crap fits into them. It takes something people are already buying and makes it count for more. What will they come up with next? We’ll have to wait and see.
Sustainability and setting the standard
One consistent theme throughout the conversation with Kate about Who Gives A Crap was sustainability. She explains that while sustainability is central to the company’s mission, operating in that space brings significant regulatory complexity. With different requirements across markets, staying on top of reporting, certifications and compliance is an ongoing challenge. One key area is substantiation, ensuring that all environmental and impact-related claims can be properly backed up. This has become increasingly important as more brands enter the category, some of which make claims without clear evidence.
She refers to a recent example in the UK, where a consumer watchdog found that several brands marketing their toilet paper as one hundred per cent bamboo fell short. Only two, including Who Gives A Crap, met the standard. Rather than publicly criticising others, the company offered to help competitors improve their supply chains. Kate highlights that in a small, impact-led category, any loss of consumer trust has broader consequences. As the company continues to expand, transparency and compliance remain priorities.
Tune in
To find out more about Kate Sherburn and Who Gives A Crap, tune into our podcast, Legally Consumed, where we explore the consumer products space from all angles. Keep up to date with new podcast episodes by following us on Apple Podcasts, Spotify, or wherever you choose to listen.
LinkedIn: https://www.linkedin.com/company/cie-legal/
Email: info@cielegal.com.au
