Eco-friendly Toilet Paper Brand Who Gives A Crap Announces ‘World Dump Day’ Breakup Service to Combat Use of AI Chatbots

The sustainable brand is committed to the softer, human touch as research finds Americans don’t want to hurt (feelings) when they dump

• Ahead of Valentine’s Day, 1-in-3 Americans who are in situationships say they aren’t content with their relationship status
• 42% of Americans say the hardest part of breaking up is not wanting to hurt their partner’s feelings
• Nearly 1-in-5 state they find it difficult to know the right thing to say and 25% say they would consider using AI for break up assistance

LOS ANGELES--(BUSINESS WIRE)--According to new research from the eco-friendly toilet paper brand Who Gives A Crap, 42% of Americans state the primary difficulty in breaking up is not wanting to hurt their partner’s feelings while nearly 1-in-5 (17%) don’t know the right words to say.

As a result, Who Gives A Crap is offering a one day only breakup service on February 13, World Dump Day, to help people end crappy relationships with a thoughtful, human touch – and a bit of humor. Participants can enlist the help of Who Gives A Crap by sharing details of their situationship before February 13, then the brand’s expert dumpers will draft personalized break up messages to clear the romantic clog.

As the experts in “letting go,” the brand is particularly encouraging people to dump the sh*tuationships that no longer serve them. According to the research, only 1-in-3 people in casual situationships report feeling content with their relationship status. Across all relationship types, 1-in-3 people (34%) reported prolonging past breakups for up to three months.

Because people find it difficult to know what to say in a breakup, and with the increased use of artificial intelligence leaking into every facet of life, it’s no surprise that 25% of Americans would consider using AI to help craft a message.

However, nearly half (46.5%) of Americans say they’d be offended to find out a partner or potential date used AI to communicate with them. People’s aversion to receiving AI messages, coupled with the environmental impact of the technology, makes the World Dump Day breakup service a timely solution for those rethinking their relationships ahead of Valentine’s Day.

Online Dating Coach, Relationship Expert and Dates & Mates Podcast Host Damona Hoffman explains that Valentine’s Day is a common time for people to initiate change. ”The cultural expectations associated with Valentine’s Day often make people evaluate if their needs are being met, and that’s doubly true for people who aren’t even sure if they’re in a relationship.”

“New Year’s resolutions about intentional dating are nearly two months behind us, so people have to make space for the love they’re looking for instead of holding on to unfulfilling relationships.”

The “F The Fairytale” author continued, “Initiating a breakup can be daunting, but it doesn’t have to be a herculean effort that needs to be outsourced to AI. Part of my ‘love as you are’ philosophy includes being an authentic, empathetic person who is brave enough to connect to the humanity in others, even when it's difficult.”

Who Gives A Crap is no stranger to helping people flush stinky relationships that no longer serve them. In 2023 and 2024, their Flush Your Ex initiative invited the public to send in love letters and cards from exes they needed to get over, which were then turned into the brand’s sustainable, 100% recycled toilet paper.

“This time of the year can be tough for people who are unsure about a relationship or feeling broken-hearted,” said Maria Chilewicz, Who Gives A Crap Head of Brand Management. “Not only do we fancy ourselves experts in dumps, but we believe in making it fun to do good, which is why we’ve become known for helping people ‘let go’ of relationships in humorous ways.”

To turn over a new sheet on World Dump Day, prospective dumpers can visit worlddumpday.whogivesacrap.org to find out how to receive a personalized break up letter from the Who Gives A Crap writers.

Notes To Editors

This random survey was composed of 2,007 U.S adults. It was commissioned by Who Gives A Crap between Jan 24 and Feb 3, 2025 and conducted by market research company PureProfile, a member of the Australian Data and Insights Association (ADIA) that strictly adheres to all relevant codes of conduct and standards as outlined by European Society for Opinion and Marketing Research (ESOMAR).