‘Til death us do part’ is usually reserved for weddings. But as sustainability becomes a bigger concern, it could be applied to our prized possessions, from cashmere jumpers to iPhones. But how achievable is this in a world where acquiring and upgrading are the status quo?

P&G have been accused of driving innovation too far with new product Tide Pods – even “killing” the laundry soap industry. Yet by acting like a leader, Tide Pods profitably taps into new trends and behaviours that might be the future of housework.

The recession has changed the way we consume. From houses to cars and even clothes, rising costs mean we are more open to renting. In the Netherlands, a start-up called Bundles is loaning members a free washing machine, charging them only for what they wash each month.

Doing laundry is at the bottom of most people's to-do list - the epitome of the boring household chore. In China, Edaixi is an on-demand laundry company providing a swift and efficient service for time-strapped and space-poor Beijingers who want to outsource their laundry.