According to the UK Design Council, 80% of a product’s environmental impact is ‘locked in’ at the design stage. Take the humble toothbrush. Most of these apparently simple objects are made from three or four different kinds of plastics. For a toothbrush to be recycled, the different plastics would have to be separated, making toothbrush recycling, even were this technically feasible, an immediate non-starter financially. The toothbrush as a whole is a short-lived item, but actually, the only short-lived bit of it is the bristles in the head. The plastics in the handle will probably last upward of 450 years.