To help families in need of diapers during the pandemic, First Quality Consumer Products donated 500,000 Cuties diapers to Good+Foundation in 2020. The national nonprofit seeks to dismantle multi-generational poverty by providing essential goods alongside programs aimed at strengthening family relationships.

Before the pandemic, 93% of families served by Good+Foundation lived on low incomes. Now, higher rates of job loss, food insecurity and housing instability mean even more families are struggling to afford diapers. It's an expense that can add up quickly: Children require six to 12 diapers per day, depending on their age.

"While diapers have always been the most-requested item from the families we serve, we have seen a huge increase in requests for diapers this year as our nonprofit partners struggle to fulfill needs in the community," says Katherine Snider, executive director of Good+Foundation.

To help meet unprecedented community needs, First Quality shipped truckloads of Cuties diapers to the Good+Foundation warehouse in New York City. From there, they were distributed to partner organizations and then on to families.

As more families cared for loved ones of all ages at home during the pandemic, First Quality also recently donated more than 39,000 Prevail adult incontinence products to Good+Foundation.

"No one should have to face the distress of not being able to diaper their child or provide care for a loved one," says Sima Delafraz, global leader of sales and marketing for the First Quality family of companies. "Our company's mission is to deliver high-quality, affordable products to everyone who needs them. Families are facing enormous challenges during the pandemic, and we want to do all we can to help."

Good+Foundation works with 75 nonprofit organizations in New York City and Los Angeles, offering programs such as parenting resources, job training and high school equivalency courses — with a focus on engaging fathers.

Product donations are paired with other services offered by program partners, incentivizing families to reach their goals. For example, a dad enrolled in a Good+Foundation program might receive a pack of diapers upon successful completion of a job training class or a high school equivalency exam.

Good+Foundation strives to be a reliable source for essential items to meet the real-time needs of the families it serves. The National Diaper Bank Network, of which Good+Foundation is a member, reports that one in three U.S. families experiences a diaper need.

"With a single pack of diapers costing the equivalent of 1.5 hours of work at the federal minimum wage, access to diapers can greatly relieve financial burdens for families struggling to make ends meet during an especially challenging year," says Snider.

Good+Foundation estimates that 16,000 families have benefited from the diapers donated by First Quality.

"We are thankful to be able to provide Cuties diapers to Good+Foundation families," says Snider. "It helps make parenting during a pandemic just a little bit easier."

The Kirby family was one recipient of the diapers. After successfully completing a co-parenting program through the Good+Foundation, they were referred to a daycare so that both parents could go back to work. However, the daycare required parents provide diapers for their children — a common requirement but an expense the Kirbys didn't have in their budget.

Good+Foundation was able to help by providing Cuties diapers to the family. Now both parents are back to work and co-parenting effectively.

"Seeing the impact of Good+Foundation programs is inspiring," says Heidi Warner, Cuties brand manager. "We continue to be amazed by the work they are doing to fight poverty and help families during this time of extraordinary need."