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I did have to think long and hard about this, but after letting my imagination run wild I thought; what if there was a chemical substance

that could obliterate rubbish and waste immediately?

I’m not a scientist or chemist, so forgive me if I fall short on the technicalities, but basically my invention would be some form of chemical composition that could destroy all our disposable waste more or less straight away.

My invention would mean that items we dispose of everyday and which cause so much litter misery; shopping bags, fast food packaging, crisp packets etc, would decompose a few hours after opening.

This incredible new chemical element would come in different strengths and formulas giving varying capabilities, but in essence its aim would be to destroy waste immediately, and, like the taped messages in Mission Impossible, litter and waste would literally self-destruct – leaving no sign it was ever there.

As we have licence to be as imaginative as possible, I’m going to make my wonder compound capable of incinerating the solid mass of any waste, without the need for heat or compression, and with no harmful gasses or other toxic side effects.

The benefi t to mankind for such an invention would undoubtedly be enormous. The environmental impact of landfi ll and incinerators is well documented. Litter on our streets, our rivers and oceans is a real menace, and families wouldn’t have to spend hours sorting out household waste each week.

money was no object, with one invention to ing industry, what would

The best inventions are usually a completely different solution to a longstanding business problem

or issue and we appreciate products and services that provide quick, convenient results, encompassing a number of functions within one handy system. But how can potential customers know to come to you for that great product or solution if it is new to the market and hasn’t yet been promoted?

In a crowded and competitive marketplace, it will become increasingly important in 2015 to market yourself and your innovations to ensure you stand out from the crowd.

Educating your potential customers that there is a fresh way of doing things can be done cost effectively through a PR campaign. This can play a crucial role in building your company’s profi le and boosting business, but there’s much more to it than product launches. A good agency will help you to establish yourself as an authoritative voice that peers and potential clients will listen to, by building your reputation through a communication programme with your numerous stakeholders.

Being a ‘thought leader’ in your chosen subject or industry shows a commitment to improving standards, which will impress your target audience and inspire them to trust your new product or service.

Investing in relevant and timely communications can play a pivotal role in the success of your invention, helping to explain how your new technology, product or service can deliver even higher standards of cleaning and hygiene.

Ceris Burns Managing Director, Ceris Burns International

But coming back to reality for a moment, I can see plenty of potential problems and pitfalls for this new scientifi c miracle, and I wonder, in the real world, if something like this would even see the light of day?

The UK's waste and recycling sector is currently worth around £11billion a year and growing. Councils, Governments and private companies make millions from our waste, and I’m guessing they wouldn’t be too excited about my new invention. Instead, I fear it would get caught up in red tape in the real world. There would be years of trials, and maybe when it was time for it to be introduced some other brilliant product would overtake it.

But thinking, albeit simplistically, about this issue does make you wonder what technological innovations are in the pipeline that could make waste disposal easier and more environmentally sound?

Lee Baker, Media and Policy Manager, British Cleaning Council


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