Plant-based,” “premium cotton,” and “natural” claims are appealing to today’s parents: millennials. Millennial parents are demanding that brands provide “free and clear” products for their personal and families’ use.

Price Hanna Consultants dedicated an entire study on diapers for millennial parents, assigning four profiles to the parents: savvy, premium, name brand, and green. According to this study, the premium shopper “wants to feel they are choosing the best quality, best performing, best looking, most ethical, most responsible choice for their baby.”