ONE WASH AT A TIME

BY AERIN GLAZER

A growing number of microplastics are polluting our oceans. To stem the issue at its source, the author proposes that filters be installed in Whirlpool washing machines to capture fibers being shed by everyday synthetic textiles.

Microplastic pollution currently poses one of the greatest threats to the health of our planet. While further exploration is needed to determine the exact number of microplastics littering our oceans, scientists conservatively estimate that there are 24.4 trillion pieces (82,000-578,000 tons) of microplastics in Earth’s upper oceans alone.1 An estimated 35 percent of this microplastic pollution results from washing synthetic clothing. Synthetic fabrics, including polyester, nylon, and acrylic, are composed entirely of plastic, and shed millions of microplastics and microfibers into our wastewater when washed.

itself, specifically on marine life and human health. Microfibers from polyester textiles have been found in fish in the Arctic Ocean, the depths of the Pacific’s Mariana Trench, and the South Atlantic Ocean. 6,7,8 Most recently, polyester microfibers were detected in human blood and human placenta. In fact, a report conducted by the WWF estimates that humans ingest five grams of plastic, the equivalent of one credit card, each week.9

Though further exploration is needed to determine the specific dangers that synthetic microfibers pose to human health, ominous data has already emerged. Medical News Today reports, “a recent study in Germany found that microplastic particles can remove the trillions of microplastics that already permeate our oceans. Thus, the most effective way to address the synthetic microfiber crisis is to stop—or at least mitigate—further pollution. Two possible solutions for preventing synthetic microfibers from entering our wastewater and oceans are (1) to cease production and sale of synthetic fabrics or (2) to catch the microplastics that these fabrics shed before they hit our oceans. Option 1 is infeasible, as there is too much money at stake to shut down synthetic textile production. Fashion production has doubled over the last twenty years, and due to their cheap cost and durability, synthetic fibers account for more than 60 percent of all textiles.12 The synthetic fabric market size value was $62.74 billion in 2021.13 Eliminating synthetic fiber production would completely disrupt the fashion industry supply chain and have a negative financial impact on all major stakeholders involved, including fossil fuel companies, textile manufacturers, apparel retailers, and consumers. Thus, allowing the synthetic fabric market to continue and instead, catching synthetic microfibers before they enter our wastewater, seems like the most realistic solution for all stakeholders at this point in time. This solution involves bringing a new product to the washing machine industry: built-in microfiber filters.

Data suggests that “176,500 metric tons of synthetic microfibers—chiefly polyester and nylon—are released [into washing machine wastewater] each year.”2 A single polyester fleece jacket can shed 100,000 fibers, or 1.7 grams, in a normal wash, and an average load of laundry can shed millions of fibers.3 Since existing washing machine filters and even water filtration plants are unable to filter these microscopic plastic fibers, they wind up polluting our soil, oceans, and, ultimately, the food chain.4 The New York Times reports that scientists believe synthetic textiles are “the largest known source of marine microplastic pollution.”5

In addition to understanding the role that washing machines play in adding to the overall scope of synthetic microfiber pollution, it is important to understand the danger of synthetic microfiber pollution destabilize lipid membranes—the barriers that surround all cells—which may affect their functioning. Another study found that microplastics had many effects on cells, including cell death.” 10 A separate 2021 study in Nanomaterials concluded: “The toxicity assessments of micro- and nanoplastics on humans are mainly focusing on gastrointestinal and pulmonary toxicity, which involve oxidative stress, inflammatory reactions, and metabolism disorders.” 11 While most studies conclude that the effects of synthetic microfibers on human health demand follow-up investigation, the impact that scientists have ascertained thus far is devastating enough to warrant a call to action.

A VIABLE SOLUTION: MICROFIBER FILTERS FOR WASHING MACHINES

Currently, there is no way to effectively

Washing machine microfiber filters represent the best way to catch synthetic microfibers before they enter wastewater and oceans. Currently, washing machines do not have built-in filters that effectively catch synthetic microfibers; however, the technology to filter microplastics does exist. PlanetCare has created both the technology and an external microfiber filter. The PlanetCare Microfiber Filter attaches to almost any washing machine and catches up to 90 percent of the microplastics shed in each load of laundry.14 After purchasing a PlanetCare Microfiber Filter kit, costing from $63.80–$153.48 depending on the number of cartridges, 15 consumers attach the filter to their laundry machines, replace the recyclable cartridge when full (usually after 15-20 washes), and return the cartridge and the microfiber waste to the company to complete a closed loop system. PlanetCare cartridges cost approximately $8.33 each and need to be replaced every 15-20 washes.16 While independent lab tests have proven the PlanetCare Microfiber Filter to be highly effective, 17 the company had only sold 400 units by November 2019. 18 The most likely reasons for these low sales are lack of consumer awareness, high product cost, and the inconvenience posed by the point of sale being separate from the washing machine installation itself.

Proposed Strategy For Whirlpool

Synthetic microfiber filtration is both necessary and technologically possible, and Whirlpool has a unique opportunity to profit by adding synthetic microfiber filters to their washing machines. Whirlpool should acquire PlanetCare to employ a simple two-step strategy to create an immediate long-term solution.

By acquiring PlanetCare, Whirlpool can immediately begin selling effective microfiber filters within its washing machines, emerging as the first washing machine manufacturer to offer a viable solution to synthetic microfiber pollution. Further, Whirlpool will gain access to PlanetCare’s patent-pending technology, giving Whirlpool a significant head start on the development of a built-in filter.

Further research and development will be necessary to develop a built-in microfiber filter. Once adapted, this internal technology would be integrated into new Whirlpool washing machines and retrofitted into existing ones. With this development, Whirlpool can not only fix the problem in current machines, but also fully integrate microfiber filters into machines to come.

The costs of acquiring PlanetCare and developing a built-in microfiber filter may be significant. As PlanetCare is a private company, its valuation and exact cost of acquisition is unknown. Further expenses will include R&D, testing, manufacturing, and distribution. Despite these costs, there are numerous incentives for Whirlpool to acquire PlanetCare and invest in adding microfiber filters to its washing machines.

Consumer Trends In Sustainability

Consumers all over the globe are increasingly focused on sustainability. The Global Sustainability Study 2021, conducted by Simon-Kucher & Partners, surveyed more than 10,000 people across 17 countries to find that “85 percent of people indicated that they have shifted their purchase behavior towards being more sustainable in the past five years.”19 Further, 60 percent of respondents rated sustainability as an important purchase criterion, and 34 percent stated that they are willing to pay a premium price for sustainable products. This data suggests an effective microfiber filter would not only appeal to washing machine consumers but might also justify a higher price point. A 2021 PlanetCare survey of 32,800 people worldwide indicated that 85 percent of participants would be willing to pay more for a washing machine that captures microfibers.20 This data indicates an existing market for a built-in washing machine filter.

Further, in “Reimagining Capitalism,” Rebecca Henderson references how sustainable strategies used by Tesla and Walmart resulted in “shared value,” 21 profiting both the companies themselves and the public through environmental change. She notes: “Although [sustainable] actions are sometimes derided as greenwashing or dismissed as too small or local to have any real impact, they often drive broader change.”22 Ultimately, amidst the changing landscape of capitalism, Whirlpool can benefit themselves, their customers, and the global health of the planet by offering a microfiber filter.

Legislation

As consumer trends focus increasingly on sustainability, so too does proposed regulation. While there is currently no legislation in place regulating microplastics released from synthetic clothing, the EU, UK, and US have made strides toward legally regulating other microplastics over the past two years. The European Commission has pledged to ban intentionally added microplastics from, “cosmetics, paints, detergents, some farm, medical and other products.”23 The UK has banned plastic microbeads from cosmetics,24 and California has banned microplastics from cosmetics and toothpaste.25

While these examples of legislation do not address the microplastics that are shed from synthetic fabrics, they do indicate a clear move by governments worldwide to begin addressing and regulating the microplastic crisis. Thus, it is likely that more legislation to mitigate the problem is imminent, and Whirlpool should be prepared and positioned to sell products that will comply with future microplastic regulations. Just as the automotive industry has had to adjust to government regulation on emissions, it is highly likely that the washing machine industry will have to comply with microfiber release standards in the near future.

Competition And Retaining Market Share

The global washing machine market size was $52.8 billion in 2020.26 While Whirlpool has the largest global market share at 29 percent, and is particularly strong in North America, top competitors include Samsung (8 percent), LG (10 percent), and Electrolux (2 percent).27 In order to retain market share,

Whirlpool must continue to be a leader in innovation, technology, and value.

In January 2022, Samsung announced a collaboration with Patagonia to create a washing machine with a built-in microfiber filter. Samsung’s press release read:

“Together, [Samsung and Patagonia] are working on a feasible, effective, and expandable way to combat the microplastics that result from textiles and laundry. Samsung is taking the goal of cleaner oceans to heart by designing a sophisticated new washing machine that lets people safely wash their favorite garments while minimizing the impact of microplastics.”28

This press release demonstrates Samsung’s strategic plan to capture the sustainable consumer by addressing the role that washing machines play in synthetic microfiber pollution. More importantly, the press release should serve as a clear wakeup call for Whirlpool to take concrete action immediately. While Samsung may have been the first to announce a plan, Whirlpool can be the first to bring a concrete microfiber filter solution to market.

Whirlpool should acquire PlanetCare today to immediately offer an external microfiber filter while simultaneously working to develop a built-in microfiber filter. To compete with Samsung in an increasingly eco-conscious market, Whirlpool can steal headlines by announcing a PlanetCare acquisition today.

Stakeholder Benefits

Major stakeholders would benefit from a Whirlpool microfiber filter. Whirlpool would greatly benefit from this proposal, as they would lead the green initiative in the