Who Gives A Crap Is

Who Gives A Crap ranks first among all Australian food and grocery brands on consumer perception of social and environmental responsibility. Its SRS sits 62% above the F&G industry average of 38.

What makes this signal interesting is not the score itself: it is the combination of that score with relatively low overall brand awareness.

For most brands, ESG perception tracks closely with brand familiarity. Consumers who know a brand more tend to rate it better or worse based on whether they have formed an opinion at all. Who Gives A Crap breaks this pattern. Those who are aware of the brand understand it: its combination of 100% recycled product, 50% profit donation to sanitation infrastructure in underserved communities, and a brand voice that does not take itself seriously while being entirely serious about its mission.

The data shows something structurally useful: you do not need mass awareness to be perceived as a sustainability leader. You need the consumers who know you to understand what you stand for, in specific terms. Not vague commitments. Specifics: the material the product is made from, where the profit goes, what the third-party certifications are.

This is the pattern the leading brands demonstrate consistently. Earth Choice, another top-10 Australian F&G brand, shows only a 25% SRS differential between consumers who have never purchased it and those who have recently. Omo, by contrast, shows an 88% differential, meaning its sustainability credentials are largely understood only by buyers, not the broader market it needs to attract.

The demand signal here is legibility, not scale. Consumers respond to sustainability claims they can verify, describe in their own words, and repeat to others. The brands at the top of the Australian benchmark have earned that legibility.

Who Gives A Crap is a useful case not because it is replicable (most brands cannot restructure their profit model around social infrastructure), but because it illustrates how far perception can travel ahead of volume when the signal is specific and credible.