A Guide to Sustainable baby brands in 2022

A Guide to Sustainable baby brands in 2022

Sustainability is defined as ensuring the needs of the present are met without compromising the ability of future generations to meet their own needs.

The idea of sustainability presumes that resources will one day run out and should therefore be used conservatively with long-term priorities and consequences in mind. Simply put, sustainability is about how we leave the world for our children and our grandchildren.

When deciding which products to buy for your baby, it’s important to consider the impacts they may have on the environment in the long-term. Particularly important in this sector as babies tend to outgrow products very quickly, keep reading as we walk you through our recommendations on how best to make greener purchases for your child here at Direct4Baby. 

Importance of baby brand sustainability

Baby products all have a finite lifespan. Whether you’re looking to purchase baby clothes, cots, carriers or more, no matter what you’re on the market for, your child will only stay small enough to fit these items for so long. After they’ve exceeded their lifespan, many baby products then have no use, unless they are being kept to re-use with possible future babies in mind.

Many parents choose to keep their baby clothes and products, to pass on to friends and family members who are also having babies, as a way to get a second life out of the products they bought. This practice in itself is a way to be sustainable with your purchases as it allows items to get as many uses as possible without purchasing brand new versions and wasting materials.

Buying from sustainable baby brands is not only good for the environment but also for our babies and wallets in the long-term. For example, purchasing one organic cotton baby sheet is more environmentally kind, as the materials used are ethically sourced and will decompose quicker than other fabrics once the life cycle is complete. Organic cotton is also better for your baby as the material is less likely to irritate their sensitive skin and is free from any artificial dyes and bleach. Organic materials are of higher quality and therefore wash and wear better, meaning they last longer and you don’t have to worry about constantly replacing old products with new ones. 

Sustainable baby brands doing their bit for the planet


As a company, Ergobaby believes that it is their responsibility ‘to care for the earth so that it can meet the needs of today’s generation and those to come.’ Ergobaby are managing and reducing environmental impacts throughout the entire company, stating that, ‘as a company that cares deeply about babies, it is also our responsibility to care for the planet they will inherit from us.’

In 2020, Ergobaby launched a sustainability scheme, Everlove™, in which their famous ergobaby carriers can be bought back from their original customers and sold back onto their website for a lower price. This circular product system reduces the need to make more carriers, saving approximately 80% of CO2 emissions and 90% water use that would have been used to create new carriers, as well as providing better financial access to their products.

One of Ergobaby’s most popular sustainable products is their Aerloom Baby Carrier made from  Formal Knit™ fabric, designed to move, stretch, and fit into your daily life as a parent. 87% of Formal Knit™ fabric is made from recycled plastic bottles, as well as recycled polyester and is made in small quantities to avoid excess inventory, with the packaging also being recycled shipping boxes.

The Ergobaby Aerloom Baby Carrier is one of the most popular choices for parents as it is not only designed to fit you and your baby, with fabric that conforms to the unique contours of your body but, it is also the perfect product for those trying to make more sustainable choices. By choosing to buy from sustainable baby brands such as Ergobaby you are helping not only your baby’s health but the health of the planet too. 

Shop all Ergobaby products online at Direct4Baby to find a more sustainable choice for you and your baby today.

The Little Green Sheep

Another baby brand leading the way to a greener future is, The Little Green Sheep. This company was born in 2007 from a simple idea, to provide the very best for babies. From this passion they spent time sourcing natural and organic materials to create long-lasting, beautiful products that are free from chemicals and kind to babies skin and the environment. 

They believe that the world of parenting can be complex enough, so the products we use shouldn’t be. With timeless style and quality, each of the Little Green Sheep’s products are created with parents in mind to give them the peace of mind they need, knowing their little ones are being cared for in the most natural way.

The Little Green Sheep creates products with their ‘best for babies’ ethos in mind, with their sustainable baby product journey beginning with the Natural Twist Cot Mattress. After discovering most baby mattresses are created with synthetic materials and fire retardant chemical sprays, they decided something had to be done about it, and so The Little Green Sheep mattress was born!


Babies spend approximately 14 hours a day sleeping, therefore it's important that they are sleeping on a mattress that is not only comfortable but made from the best, organic materials. Made from 4 organic materials; coconut fibre, natural latex, fleece wool and cotton, with the coconut coir acting as tiny springs to help distribute the baby's weight. Every cot mattress is handmade without any chemicals that are naturally fireproof and hypo-allergenic, to ensure a safer sleeping environment for your baby.

One of the main ways in which The Little Green Sheep is contributing to the sustainability of baby brands is by creating products with longevity. Their mattress is marketed as ‘one mattress that grows with your child’, made with two levels of support, specially designed for both babies and toddlers. Simply turn the mattress to the firmer side that is safe for babies and then after 18 months, flip to a supple latex side which is durable and comfy for toddlers. This design eliminates the need to buy two separate mattresses, in turn preventing waste and benefitting not only your wallets but our environment. 

Shop all eco-friendly baby products from The Little Green Sheep at Direct4Baby today.


As a brand, Joolz make it their aim to put the well-being of the earth and babies at the core of everything they do. They believe that even the smallest acts of service can have a positive impact on the environment. Joolz have partnered with Waste2Wear to create innovative textiles out of recycled plastic bottles, to be used in the manufacturing of their products.

Joolz have utilised their passion for sustainability into creating pushchairs that are sustainably designed with future generations in mind. The Joolz Day+ Pushchair is made using approximately 99 recycled plastic bottles and sustainable fabrics. The Joolz and Waste2Wear team retrieve plastic from coastal areas and through an eco-friendly process, create a new strong material that is specifically used for Joolz pushchairs. With sustainability at the forefront of all product development, Joolz have designed their pushchairs with your growing family in mind, allowing for the baby carry cot attachment to be easily switched to a child seat as your baby grows. 

Joolz’s passion for making eco-friendly baby alternatives  doesn't stop there, either. Joolz created a Birth Forest initiative in which, for every pushchair purchased, one tree is planted. So far, over 280,000 trees have been planted and have reduced CO2 emissions by 82,000 tonnes.

Stroll with confidence towards a brighter future, shop all Joolz products at Direct4Baby to start doing your bit for the environment today.

Top 4 benefits of choosing eco-friendly baby products

1. Kinder to your baby’s health

Sustainably made clothes created from organic materials do not contain any of the harmful petrochemicals and plastics that are often involved in the process of most fabrics. While not explicitly dangerous, these chemicals and processes  can often affect a baby’s sensitive skin. Investing in organic baby clothing alternatives are not only comfortable to wear and longer-lasting, but also help to prevent any irritation or skin rashes.

2. Biodegradable products for when your baby outgrows them

Babies outgrow products quickly, by using eco-friendly baby products, whatever they outgrow will hopefully be recycled or reused in some way. By making a commitment to invest in baby products that are biodegradable, such as biodegradable nappies, biodegradable potty liners, and eco-friendly baby wipes, you’re helping to reduce consumption and move towards a more zero-waste lifestyle. Eco-friendly, biodegradable products ensure that whatever happens to end up in landfill will decompose a lot quicker than unnatural products.

3. Higher quality and longer lasting

Durability of baby products is of utmost importance, therefore choosing high quality, long lasting products is key. Sustainable goods are naturally more durable as the organic materials used to produce them such as bamboo and organic cotton are robust and long-lasting. Sustainable products tend to not show many visible signs of wear and tear and will also help save you money as you will not have to replace them as often.

4. Improve the planet for future generations

Purchasing sustainable baby products is a good first step in the right direction of saving our planet. Organic farming and sustainable manufacturing puts less stress on nature and creates more ethical buying practices. Buying eco-friendly products helps your family reduce your environmental footprint and ensures a better world for your baby and future generations to grow up in. 

How can I be an eco-friendly parent?

  • Do your research

The best way to become an eco-friendly parent and raise your baby in the most sustainable way is to do your research. If you’re willing to put the time and effort into finding out what the most sustainable, eco-friendly products are, then you’re already on your way to becoming an eco-friendly parent.

Researching facts about sustainability and the baby brand industry are the first steps you can take in learning how to care for your baby and the planet at the same time.

  • Shop sustainably

Buying from sustainable brands makes all the difference. Start small and purchase the necessities in an eco-friendly way such as buying; reusable nappies, biodegradable baby wipes, organic bath products and bamboo feeding bowls. Making the simple switch to plastic-free products that you use every day with your baby is a great way to begin making a sustainable change.

Not only are the eco-friendly materials used better for your baby's health but they are also kinder to the planet in which they will grow up.

  • Recycle and Shop second hand

One of the easiest ways to become an eco-friendly parent is to recycle your baby products. Once your baby has outgrown their clothes, pushchairs, carriers, cots, whatever it may be, why not offer these products to your friends and family with babies? Passing on these products prevents them from going into landfill waste where they will take far too many years to decompose. If there is no one you know to hand down these products to, donate them to a charity such as Little Village or sell them online. 

Browse online or in local second-hand shops to find the products you are looking for that have already been used and are in need of a new home. Buying baby products second-hand prevents excess products being made and in turn less precious materials being used and less waste.

Ready to become a sustainable parent?

Now that you’re aware of sustainable baby brands you can shop from and the positive impacts they can have on the planet, you’re ready to take your first steps into becoming a sustainable parent.

Browse through our full range eco-friendly brands available online at Direct4Baby and discover more sustainable alternatives to your must-have baby products.