The Five-Year Roadmap

Phase 1: Foundation (2025)

Theme: Perfect the Product & Build the Base

1.     Achieve 10,000+ Australian families using Here & After systems

2.     Establish partnerships with 50+ stockists nationally

3.     Launch comprehensive video education library

4.     Develop childcare-ready product line

5.     Build ambassador community of 100+ active advocates

Phase 2: Awareness (2026)

Theme: Make Cloth Wipes a Household Conversation

1.     Launch "Reusable Revolution" national awareness campaign

2.     Secure partnerships with major parenting media outlets

3.     Achieve mainstream retail presence (Target, Big W, Chemist Warehouse)

4.     Partner with 10+ hospital/birthing centre programs

5.     Reach 50,000+ families using cloth wipes (all brands)

Phase 3: Integration (2027)

Theme: Embed in Parenting Infrastructure

1.     100+ councils offering cloth wipes rebates

2.     Cloth wipes included in standard prenatal class curriculum

3.     Partnership with national baby registry platforms

4.     Childcare adoption program reaching 500+ centres

5.     10% market share of Australian baby wipes category

Phase 4: Acceleration (2028-2029)

Theme: Tip the Market

•       25%+ market awareness of cloth wipes as viable option

•       Disposable wipes plastic regulations implemented (following UK)

•       Major retailers creating dedicated "reusable baby care" sections

•       International expansion to New Zealand, UK, North America

•       Corporate/workplace parenting programs including cloth wipes

Phase 5: New Normal (2030)

Theme: Cloth Wipes as Default

•       50%+ of new Australian parents using cloth wipes

•       Cloth wipes standard in 80%+ of childcare centres

•       Disposable wipes carry "single-use plastic" stigma

•       1 billion+ wipes diverted from landfill cumulatively

•       Australia recognised as global leader in sustainable baby care

Measuring Success

Key Disruption Metrics

Metric	2025 (Now)	2027 Target	2030 Vision
Market Awareness (% parents aware of cloth wipes)	~5%	25%	75%+
Adoption Rate (% parents using cloth wipes)	<2%	10%	50%+
Councils with Rebate Programs	60+	100+	200+
Childcare Centres Using Cloth	<50	500+	5,000+
Wipes Diverted from Landfill	10M+	100M+	1B+

 

The Call to Action

This vision is ambitious but achievable. We've seen it happen with reusable bags, coffee cups, and water bottles. The question isn't whether disposable wipes will be disrupted—it's who will lead the disruption and how fast it will happen.

Here & After is positioned to lead this change. With award-winning products, a passionate founder story, strong customer advocacy, and a clear vision, we have the foundation to catalyse a movement that transforms how Australia—and eventually the world—cares for their babies.

The opportunity is now.

Every child born from this point forward represents a choice:

•       14,000 more wipes in landfill, or

•       A family joining the reusable revolution

With approximately 300,000 babies born in Australia each year, and growing awareness of sustainability issues, the next five years represent a once-in-a-generation opportunity to reshape an entire product category.

We need to change now, so we can change the future.

This is Here & After's moment.

This is the Reusable Revolution.