Disposables, cloth. Cloth, disposables. Fifty years after Procter & Gamble introduced affordable throwaway diapers, dubbing them Pampers, the battle over baby's bottom rages on.
The brand brought on a revolution in baby care, obliterating safety pins, soaking pails and diaper delivery trucks. But reusables have been slowly inching back into the mainstream, with the predictable faceoff among parents choosing one or the other — though some families use both.
In 1958, with other disposables already out, P&G's version was a "fortunate failure" during a summer test run in Dallas, according to a company history. Consisting of pads and plastic pants, it made babies uncomfortable in the heat.
The company tweaked the invention into a one-piece and went calling on parents again in 1961. They played in Peoria, Ill., one of the markets chosen, but customers said the cost of 10 cents each was too high. More tweaks followed and the price went down to 6 cents. By 1979, Pampers was a billion-dollar brand.
The disposable diaper industry, now worth more than $25 billion, crushed the cloth market. But wait. After the save-the-planet zeitgeist of two decades ago failed to produce a blockbuster comeback, reusables have become de rigueur in certain circles and to some parents who lack money for disposables.
Reusables can be had in big-box stores and discount houses. Stashes are sometimes passed on to friends. They're still roughly 5 percent or less of the diaper market, but it was the other way around in 1956 when disposables accounted for about 1 percent. That's when P&G chemical engineer Vic Mills went in search of a better alternative to cloth for his newborn grandchild.
Disposables have been around since at least 1935, primarily as a niche item for trips away from home, but they never broke through to overtake cloth until Pampers hit, tapping into the postwar fervor for all things new, convenient and time-saving — especially among women setting up house in suburbia.
"Empowerment of women was a big piece of what was behind that," said Jodi Allen, general manager for Pampers. "Offering conveniences, offering more options, was clearly part of the culture at that time."
Today, saving the environment — and keeping anything that isn't "green!" away from baby — is driving interest in reusables. The green question is especially vexing as both sides bandy scientific studies involving so many variables that the Natural Resources Defense Council considers the issue a wash when it comes to disposables in a landfill vs. reusables in the laundry.
"We don't recommend one over another," said Allen Hershkowitz, a senior scientist at the environmental action group and director of its solid waste project. "A compelling argument for getting rid of disposable diapers absolutely does not exist. It's a personal choice, but it really can't be made on environmental grounds. There are costs both ways."
There are a lot of "what abouts" in the cloth vs. disposable debate. There's the cotton, pulp, petrol and industrial agricultural complexes to contend with on both sides. And what about the landfills, a subject that comes up a lot.
Disposable diapers, according to Hershkowitz, comprise about 1.5 percent of all municipal waste generated in the United States, and municipal waste makes up about 2 percent of all waste from all sources. As someone who cares, he has been looking for answers to the diaper dilemma for decades, "and there's just no clear position to take. I wish it was that easy, but it's not."