“Dust is a problem,” says Dyson — and for the company, a gateway into people’s lives.
The anechoic chamber where Dyson tests the noise level of its air purifiers. Dyson employees and journalists gather around a new Dyson Big + Quiet purifier in the corner.
It’s especially interesting to see Dyson unveil the Vis Nav in Singapore, where robot vacuums with mop functions have been common for several years. This mop-less robot is the first robovac that Dyson will be selling in the US in years, which I’m repeatedly told has prohibitively different cleaning requirements than other countries. Besides the larger home sizes, American complications are mostly stairs and rugs, which are features of many British homes, too .
When it comes to cleanliness anxiety, CTO John Churchill believes that customers can make up their own minds about how dirt or germ-free they want to be. He says Dyson’s focus on fact-based research balances out a “world with lots of information” so that customers feel empowered to make up their own minds about how much energy they need to devote to cleaning.
“[Sustainability] is a very thoughtful space, which is why we don’t communicate it a lot, because it’s very complicated,” Churchill says. “We’ve got loads of examples of little things we’re doing. The ultimate thing for us now is to bring that all together for Dyson to have a more comprehensive position on sustainability that people can understand.
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