ABOUT

Whilst at Seymourpowell we were asked by Tesco to create a vision for the nappy of the future.

The future will be a different place 10-15 years from now, where many of the technological advances we see today such as nanotechnology and adaptive materials will have become widespread. Furthermore, issues of environmental sustainability will become increasingly apparent in our everyday lives. The nappy of the future should improve on today’s disposable nappies in three main areas - comfort, performance and environmental footprint.

The ‘Nappy of the Future’ concept is a hybrid system, with a washable undergarment worn by the baby all day, and removable, biodegradable nappy liners. The use of biosynthetic nanomaterials delivers improved comfort and performance and enables the nappy to ‘communicate’ the baby’s needs to parents. The vision was created following a study of key trends to examine the future and ethnographic research into issues with nappies and nappy changing currently faced by parents.