How clean is clean?

It’s when I began Daily Dump that we started to revisit our notion of “cleanliness”. “Waste” was seen as “unclean”, “dirty”, so we set out to find what kind of situations and products evoked these descriptors and how this had become part of our culture.

We examined what folks meant when they stated – “this is clean, and this is filthy”! Was it an idea they were deeply informed on, or was it a general notion that they had unconsciously opted in for, based on their background and culture and geographical region?

We discovered that our current urban notions of “clean”, “hygienic” and “safe” had been bundled into one version of the ideal by the marketing machine and we were being persuaded to believe that if we did not subscribe to that ideal, then truly we were neither clean, hygienic, safe or even modern and progressive. In the light of COVID this has been amplified and almost set in stone.

The humble toothpaste

Take the example of the humble toothpaste – it’s been around for a long time and the size of market kicked off by this simple daily action is staggering. 

How do you choose your toothpaste? Think of what matters to you most:

1. Cleaning action promised (beads or gel or an abrasive)
2. Fresh (minty) taste
3. Foaming action
4. Teeth whitening promise
5. Ingredients

Was ingredients on the top of your list? We have found that its often missed out or in the bottom of the list of most folks.

Next ask yourself – where did you get this idea that “foam” is important, or microbeads make my teeth shine more? Think carefully. Does challenging those notions of foaming action meet with internal resistance, is it more comforting to have foam when you brush your teeth, will you feel you have lost something of value if you had to give up foam or the whitening promise?

If you were told that what many toothpaste brands have ingredients that are harmful to you and your family – would you give up the “minty taste” or the gel experience?

So yes, I am asking you to take a hard look at your toothpaste. I am urging you to change it to make it safer for you and for the water and soil. If you are still wondering why you need to change your toothpaste – look at this image. Check if your toothpaste has any of these, often toothpaste packing does not have all the ingredients listed since the regulations are lax on some of the chemicals. In case you are not clear, write to the company customer care section and ask for the ingredients.

Our studies show us that most folks are resistant to change this one personal care product. Even if they are told that agents used to make a toothpaste foam more are toxic, or if microbeads are really harmful for the environment, their thinking process is, 

"I use only so little daily, so how can that make so much of a difference?"

Or...

“My dental hygiene is critical for my interaction with others, so I will not compromise with my sense of ‘clean”.

And often...

“I cannot make my own toothpaste and organic handmade toothpaste either does not feel effective enough or is not available easily or is too expensive.”

These responses clearly articulate the gaps and here is a ready design brief. 

Calling all CEO’s of toothpaste companies – is it possible to design the toothpaste the earth and our bodies need available through your formidable distribution systems?

What the future ready green prosumer wants:

1. Radical transparency of all ingredients.
2. Assurance of hygienic, cleaning action without bad breath.
3. Water safety assurance of all our toothpaste washed down the drains reaching our water ways.
4. Less wasteful packing and or new ways to dispense this material.

Feeling overwhelmed?

If this overwhelms you and you cannot be bothered to understand all the implications of this issue and want a pointer to the safe toothpaste available – here are some links. (Please note I have no vested interest or arrangement with any of these brands) I have tried these personally.

Bentodent, Mamaearth, BareNecessities.

Knowing is often burdensome, till it becomes easier by light practice. Keep in touch. 

Daily Dump drives individual action by uncovering the hidden connections of our daily choices.

Never tried composting at home? See how simple it is! 

Poonam Bir Kasturi

Bangalore