Three quarters of Irish parents are confused by eco jargon and WaterWipes® are here to help!
WaterWipes®, the world’s purest baby wipes, today releases new parenting research to mark the launch of their 100% biodegradable* baby wipes.
The survey amongst Irish parents with children under five reveals that whilst parents are trying to be more conscious of the planet their children will inherit, this is causing increasing confusion, pressure and judgement:
  • Over three quarters of parents (81%) find environmentally friendly labelling on baby products confusing
  • Nearly all parents surveyed (92%) said it is important to buy products that are eco-friendly
  • 88% of parents feel under pressure to do the best for their baby and the planet when choosing baby products
  • One in three (32%) parents said they sometimes felt judged by other parents, as on occasions they bought baby products that were not eco conscious
  • The most confusing eco-term for parents is ‘biodegradable’ 
Irish parents are confused by eco jargon but still buy products that includes it. The new study reveals that when it comes to ecological terms and baby care products, 76% of Irish parents had, at some point, bought a baby care product without fully understanding the jargon, language or ingredients that were on the pack. 
A significant portion of Irish parents don’t fully understand common eco-terms, with ‘carbon–negative’ (37%), ‘carbon-neutral’ (32%), ‘eco-friendly’ (25%), ‘sustainable’ (24%) and ‘zero-waste’ (22%) being at the top of the list. 
When it comes to choosing baby products, the most confusing eco-term for parents is ‘biodegradable’ (35%), with many not truly understanding what it means, or assuming that a ‘biodegradable’ baby product has fewer ingredients, which is not always the case. 
Parents are encouraged to turn the pack over and to always check the ingredients listed. Other confusing eco terms included, flushable (19%), compostable (9%) and organic (19%).
In response to the research results WaterWipes® has launched an eco jargon dictionary which provides guidance for parents to make informed choices when choosing baby products in easy-to-understand language.
Rosanna Davison, mum of three, nutritionist and model said, “As a parent, all you want to do is to try your best to make the right decisions for your children.  Considering the environment and how we can all do simple things to help protect the planet for our children is very important. However, it can be challenging for any parent to navigate, that’s why I am delighted to partner with Irish brand WaterWipes®, to help make being more eco conscious that little bit easier by raising awareness of the brand’s new eco jargon busting dictionary and 100% biodegradable* wipes.’’
The research also found that over 92% of parents across Ireland believe it’s important that baby wipes are environmentally friendly. Which is understandable, as parents in the study go through on average two packs of wipes a week. When it comes to baby skin, nearly all parents surveyed (96%)  believe that minimal ingredients are important in baby care products – and over half of parents ranked being suitable for sensitive skin (55%) and not having unnecessary chemicals (44%) as some of the top aspects they expect from a baby care product.  
Commenting further, Orla Mitchell, CEO, WaterWipes® said, “It is with pride as an organisation that we can announce that our baby wipes are now 100% biodegradable*. Following much internal and independent research we have ensured that our wipes are environmentally friendly, while at the same time not compromising on purity or quality. We are committed to providing parents with products that not only effectively cleanse and protect the most delicate skin, but also help protect the planet. As a brand know and our research supports the fact that many parents feel confused by the plethora of eco-terms they face when trying to make more environmentally friendly decisions. We hope through our jargon busting dictionary and new WaterWipes®100% biodegradable* baby wipes that these decisions will be a little easier.”  
WaterWipes®100% biodegradable* baby wipes are available in Ireland across all major retailers.
Find out here how cleaning actually burns calories!

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