Increasing market demands for 'sustainable products' has in the development of disposable diapers resulted in a focus on material substitution and weight reduction. In this study we have compared the strategic potential of these two approaches for development of the absorbing core of the product. The study indicates that regardless what strategy a company selects for reducing a products socio-ecological impact, both society and environment would benefit from a stronger focus on the long term goal of a sustainably product, instead of the milestones.