Pillars

The 5 Pillars:

1. Make it ridiculously easy

• Sell complete kits, not just wipes
• Show it takes 30 seconds
• Let people mix with disposables

2. Better messaging

• Stop saying "eco option"
• Start saying "better, cheaper, easier"

3. Get everyone on board

• Hospitals, doctors, childcares, councils all promoting it

4. Build a community

• Make it a movement, not just a product
• Celebrate families saving wipes together

5. Change the rules

• Push for plastic bans and rebates (like UK is doing)

The Formula:

Same playbook that made reusable shopping bags normal: Early users → influencers talk about it → make it easy everywhere → government support → becomes the default

Where they are now: Step 1-2. Next 3-5 years = critical.