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.