As much as possible, Fourth Element embraces two principles; Zero Waste and Zero Plastic. They achieve this by re-purposing as much plastic as possible, whilst finding new uses for products at the end of their lives. The company has therefore carved out an environmental niche by producing "grave to cradle" 'Ocean Positive' products for scuba divers.
“We believe that this is the way,” said Jim Standing, co-founder of Fourth Element. “We are all going to have to tackle the challenges of a post covid world and one of these will be how we deal with the waste we have created as part of keeping ourselves and in particular, our frontline workers protected. We intend to play our part.”