With topics like global warming, climate change and plastic pollution gaining worldwide attention over the past 12 months, a new study reveals that sustainable parenting in the UK is on the rise, with London named amongst the top ten UK cities with the most eco-conscious parents.

Following a staggering 600% increase in interest for the search term “sustainable baby products”¹, a new study from eco-friendly nappy providers, The Nappy Gurus, delves into the increase of sustainable parenting in the UK and reveals the cities with the most sustainable parents.

The new ranking is based on insight from The Great Cloth Nappy Census 2020², website traffic and sales³ and search data for terms including “reusable cloth nappies”⁴. According to the study, the top ten cities that make the sustainable parent capitals list are:

Bristol
London
Birmingham
Norwich
Reading
Manchester
Glasgow
Nottingham
Coventry
Liverpool

Taking second place is London, with 48% of parents surveyed in the capital using reusable cloth nappies and a staggering 92% of parents using washable baby wipes. The UK’s capital searches for ‘reusable cloth nappies’ on average 2,092 times a month indicating there is a high volume of sustainably-minded parents living in the city.

The new research indicates that Bristol, the largest city in South West England, has the highest number of eco-conscious parents, with 50% of people surveyed in the South West region stating they use reusable cloth nappies over disposable nappies, and 91% using washable baby wipes. The city also searches for ‘reusable cloth nappies’ on average 382 times each month, highlighting the city’s enthusiasm for sustainability.