How Who Gives A Crap Disrupted The $31bn Toilet Paper Industry

In this episode of Scratch, the Chief Brand Officer of Who Gives A Crap, Ronalee Zarate-Bayani, joins us to uncover exactly how Who Gives A Crap are taking on industry behemoths in the $31bn toilet paper segment and kicking a**! You’ve probably seen Who Gives a Crap, you know, the colourful wrapped toilet rolls that decorate your cool friend's toilet? Well, you’ll be surprised to hear that Who Gives a Crap is leading the charge when it comes to disrupting and dominating the $31bn toilet paper segment. Ronalee talks about the importance of outstanding creativity and finding ways to not compete directly with incumbents but instead find a path which will inspire advocacy. Who Gives a crap also has a much bigger mission, donating 60% of profits to environmental causes. She also delves into the unique challenges and strategies of maintaining the balancing act between profit and purpose, and discusses the critical role of customer advocacy in building a brand that's not just profitable but also purposeful.

Om Podcasten

Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers. Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.