The state of our planet and the mass of plastic waste that ends up deserted in landfills around the world could soon change, thanks to a scientific development made by a team from the University of Texas in Austin who has developed an enzyme that has the potential to help excel recycling of plastic on a large scale. This would mean that the impact of plastic pollution as we know it could be changing for the better. But is it enough to rely on science to create the solution, when it’s the brands making the product who could be the problem?

With millions of tonnes of plastic abandoned every year, it was discovered in 2021 that white goods make up almost half of all electrical goods thrown away, with the average Brit going through 15 vacuum cleaners (58,635,000 units) in their lifetimes. Now, in a new unique social study, landmark research from the engineers of Britain’s most recyclable vacuum cleaner, Lupe Technology, has analysed how Brits are turning their backs on mainstream manufacturers in a bid to support sustainable products, demonstrating how ethical living now stretches beyond small day-to-day practices, such as recycling. Lupe Technology found that 38% of Brits say they don’t trust big brands to provide truly sustainable products, with a further 60% – almost 26 million of us – agreeing that domestic appliance brands do not do enough to educate the public on how sustainable their products are.

As a result, the research has unveiled that consumer sentiment is moving quickly towards brands who integrate sustainability not just into their ethos but make it a core tenet of their products. With a further 38% of Brits signifying that they will purchase domestic appliances from smaller brands in order to be kind to the environment, the study indicates that the days of mass consumerism that favours industry heavyweights on the basis of reputation have reached their peak.

Key Stats*
38% (17,053,000) agree that they will purchase from less established brands in order to use domestic appliances that are friendlier to the environment
38% (17,511,000) agree they don’t trust big brands to give them truly sustainable products
31% (14,007,000) agree that they are no longer looking to purchase from mainstream brands whose products are unethical and/ or wasteful
33% (14,347,000) agree that they are now buying sustainable domestic appliances as a priority to combat plastic waste and their general carbon footprint
60% (25,977,000) agree that domestic appliance brands do not do enough to educate the public on how sustainable their products are
40% (18,779,000) agree they will pay more to purchase truly sustainable products in my house
18% (7,644,000) agree that the majority of domestic appliances in their home are from smaller, home-grown businesses more so now than they were 10 years ago
*(nationally representative research carried out across a body of 2096 respondents, in full compliance with the British Polling Council Guidelines)

Why SME innovation may be the key to a greener existence
Lupe Technology are well aware of the cost that comes from creating new products. Production of plastics contributed to more than 850 million metric tonnes of greenhouse gases to the atmosphere in 2019, with reports showing that white goods make up almost half of all electrical goods thrown away. In 2021, Lupe Technology commissioned national research to find out just how much damage the domestic appliances sector contributes to the built to break cycle. The data found that 1 in 10 Brits have been through a minimum of 15 vacuum cleaners in their lifetime, which amounts to a staggering 58,635,000 units.

The Pure Cordless, Lupe Technology’s upright vacuum cleaner model, is crafted from recyclable plastic and delivers high performance whilst far outliving the expected shelf-life for typical household appliances. Other vacuum cleaners may use thinner plastic which is welded together instead of using bolts to reduce price and weight, but these are then more easily broken and irreplaceable, forcing consumers to throw the model away and purchase even more single use plastic. Lupe’s Pure Cordless vacuum, however, is made from durable plastic which is bolted together to make the unit as built-to-last as possible. In the unlikely event a part does break, each individual small part of Lupe’s product has been designed to be fully removable, recyclable, and replaceable. Lupe Technology is also very aware of the carbon footprint mass consumer household appliances have and are the only vacuum cleaner brand committed to offsetting the carbon for each model sold, with the aim of becoming carbon negative during 2023.

Pablo Montero, Co-Founder of Lupe Technology, comments on the culture of domestic appliances that are built to break:

“The public conscience of climate change, pollution and excess household wastage has undoubtedly increased in recent years and has motivated consumers worldwide to seek more sustainable and ethical products. Yet despite all our good intentions, we are hamstrung by a trend of built-to-break gadgets and household appliances, which is contributing to an appalling amount of plastic pollution and electrical wastage in Britain.

“The Pure Cordless is the domestic appliance designed not just to shake-up the vacuum market but the entire home technology arena. We have strived to make a product as reliable and long-lasting as possible and hope consumers understand our mission to make technology stand the test of time.”