Tackling Diaper Plastic Waste Through Behaviour Change

A recent publication led by our behavioural science researchers at University College London explores how supporting parents in the UK to toilet train earlier and use reusable diapers could significantly reduce plastic waste. Published this month in the journal Cleaner and Responsible Consumption, the research combines survey data from more than 600 UK parents with 35 in‑depth interviews to understand why disposable diaper use remains the norm, and what would help families switch to lower‑waste alternatives.

Reusable diapers remain a minority choice

The study found that reusable diaper use in the UK is still uncommon. Only 18% of surveyed parents reported using reusable diapers at all, and just 10% of those used them exclusively. Important to keep in mind is that this was in a sample where researchers actively tried to recruit reusable users, suggesting the true population figure is likely even lower. Most parents who tried reusables relied on a hybrid approach, combining them with disposable diapers. Parents cited a steep learning curve, additional laundry demands, lack of visibility, and limited social support as key barriers. Many described disposable diapers as the “default” option—easy, familiar, and widely supported across childcare settings. However, parents who did use reusable diapers often reported strong motivation linked to environmental values, long‑term cost savings, and personal satisfaction from reducing waste.

Toilet training happens later than planned

The research also uncovered a consistent gap between parents’ intentions and reality when it comes to toilet training. While most parents said they planned to begin toilet training between 18 and 30 months, aligned with UK Department for Education developmental guidance, many reported completing training much later, often well into a child’s third or fourth year. Delays were commonly linked to exhaustion, work pressures, disrupted routines, uncertainty about whether a child was “ready,” and the convenience of disposable diapers, which reduce the urgency to stop diaper use. Importantly, the study found that parents who used reusable diapers were more likely to complete toilet training earlier, suggesting the two behaviours may reinforce each other though were highly cautious of drawing any causal links and that further research is needed to improve conclusiveness of findings.

Behaviour change, not guilt, is key

Using established behavioural science frameworks, the researchers analysed influences on parental behaviour across three areas: capability (knowledge, skills, energy), opportunity (time, childcare support, access to products), and motivation (values, habits, identity). One finding was that parents who relied exclusively on disposable diapers often reported stronger feelings of guilt about plastic waste than reusable diaper users. Environmental concern alone did not predict behaviour change, highlighting a clear attitude–behaviour gap. The researchers argue that without practical support and systemic change, parents are likely to continue relying on disposables—even when they want to reduce waste.

Parents favour support over penalties

When asked about potential solutions, parents expressed strong support for enabling measures, including reusable diaper starter kits, voucher schemes, laundering services, clear “how‑to” guidance, and expert-led advice during antenatal and postnatal care. They also endorsed greater involvement from nurseries, health visitors, and employers, particularly through flexible work arrangements that make toilet training more manageable. In contrast, punitive measures such as taxes on disposable diapers or restrictions on nursery entry for children still in diapers were overwhelmingly unpopular.

Implications for policy and sustainability

The authors conclude that reducing diaper-related plastic waste ra systems issue, requiring coordinated action across healthcare, childcare, workplaces, businesses, and public communication-not just isolated parental behaviour change efforts. They also highlight co-benefits beyond waste reduction, including improved child health, development, and wellbeing, and reduced costs for families over time.

The study positions behaviour change science as a critical complement to product innovation and recycling efforts, helping identify where new services, policies, and systems are most likely to succeed. As governments and institutions seek to advance circular economy goals, the researchers argue that supporting parents at key caregiving moments could unlock significant environmental gains - starting from one of the earliest and most universal stages of life.