(MENAFN- The Conversation) During the first COVID-19 lockdown, we were both mothers trying to stay sane. Our chats often revolved around nappies, feeding, sleep deprivation and motherhood chaos. Between laughter and exhaustion, cloth nappies kept coming up in conversation.

Just the thought of all that laundry was enough to make us tired. Sure they would help reduce the 4,000–6,000 disposable nappies sent to landfill per child each year, but would they be detrimental to our wellbeing?

Perhaps our initial hesitation stemmed from the prevalent narrative that sustainability means sacrifice. You do something because it's good for the planet, but that often comes at a cost to you: eat less meat, fly less, buy less stuff. When a sustainable choice feels like a daily sacrifice, it's no surprise people end up quitting.

Yet something about cloth nappies felt different. As we became familiar with the online community of #ClothBumMums, the tone was refreshingly upbeat. These mums were driven to use cloth nappies because they enjoyed doing so, not because they felt guilty about throwing away reusables. They certainly didn't appear to be missing the convenience of throwaway nappies. If anything, they radiated happiness and beamed with pride.

Read more: Reusable nappies can reduce the environmental footprint of parenting – but only if they're used with care

Curious about this, we set out to explore what was going on behind the scenes. Our study captured the daily experiences of 27 mothers using cloth nappies. Over seven days, participants recorded their routines through visual and verbal diaries, followed by group discussions where they reflected on their journey.

Our findings flipped the sacrifice narrative completely. Yes, the early days might be daunting. As one mum told us:“Sometimes it can be quite a lot of work, and I've always said that to people, especially in the early days of having a baby... If it's too much for you and it's proving detrimental to your mental health, buy a disposable.”

But once parents developed their own systems over time - figuring out routines, storage and washing hacks - a transformation occurred. This was evident during our focus group conversations following the seven-day diary period, when many mums said they had started to find joy and reassurance in the process.“The rest of the house can be absolute chaos, but my nappy box is tidy,” one told us,“and that makes me really, really happy.”

The joy of reusables

Through these stories, we identified the“wellbeing cycle of sustainable engagement”. This pattern starts with initial motivation, followed by a trial-and-error phase when the challenges can temporarily lower wellbeing.

However, once people establish effective routines - the mastery stage - wellbeing spikes significantly. This cycle often ends with advocacy, where parents become champions of the practice, helping others to get started.

Underpinning this process is what we call the“burden–reward paradox”: chores that once felt like a burden, once under control, can become a source of pride and satisfaction. What once looked like inconvenience transforms into a symbol of capability, care and purpose. Another parent told us:

Using cloth nappies can be a joyful experience for parents and baby. Soft Light/Shutterstock

In the case of cloth nappies at least, our research challenges the sacrifice-based narrative of eco-environmental messaging. Guilt or pressure might encourage people to start making sustainable choices – but only when these choices bring joy, happiness, pride or a sense of purpose are these actions likely to last.

And the environmental benefits are hard to ignore. UK children go through the equivalent of roughly 700 million car miles a year in disposable nappies. Switching to reusables, even for part of the time, can make a real dent in household emissions.

By flipping the sacrifice-based narrative, brands, campaigners and policymakers can be more serious about sustaining long-term green behaviour. Rather than telling people what to give up, show them what they can gain: wellbeing, confidence and community.

The lesson here goes far beyond nappies. As author Isabel Losada writes in The Joyful Environmentalist, sustainability doesn't have to be grim or guilt-ridden. It can be creative, empowering – even joyful. The #ClothBumMum community illustrates that positive emotions - pride, mastery, connection - can be more powerful motivators than guilt or sacrifice.

So, perhaps it's time we stop asking people to sacrifice things for the planet - and start showing them how living sustainably can feel good. Cloth nappies may seem like a niche item, but they hold a powerful insight: when sustainability is joyful not duty, everyone wins.

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