Understanding Homes Before Moisture Becomes Mould

A conversation that reveals why damp and mould are symptoms of deeper system failures and how prevention, design and data can change the story for residents.  

 This episode with James Green, founder of Breathe Pure, explores why the sector keeps fighting the same damp and mould battles and what it would take to finally get ahead of them. James’ journey from high end construction to flood restoration and then into humidity control brings a refreshing clarity to a problem too often framed as tenant behaviour rather than building performance. 

He argues that most cases stem from unmanaged humidity, airtight homes, overcrowding and fuel poverty, yet indoor air quality has no regulated safety threshold. James makes the case for hands off, preventative technology that removes the burden from residents and uses real time data to keep homes within a healthy range. He also highlights the opportunity to reduce siloed visits by coordinating servicing, EPC checks and inspections into a single appointment that respects residents’ time. 

What stands out is the shift from reactive mould washes and blame to a system that blends IoT insights, proactive diagnostics and practical fixes, creating safer homes and rebuilding trust. 

Useful links: 
Awaab’s Law guidance: https://www.gov.uk/government/publications/awaabs-law-guidance-for-tenants-in-social-housing/awaabs-law-guidance-for-tenants-in-social-housing 
Breathe Pure: https://breathepure.co.uk/ 

Practical steps for housing providers 

1. Assess ventilation and extraction strategies rather than defaulting to resident behaviour as the cause. 

2. Adopt preventative humidity control in homes most vulnerable to condensation, including overcrowded and lower income households. 

3. Use IoT data actively, creating alerts and workflows that trigger early checks before mould appears. 

4. Streamline home visits, combining servicing, EPCs and inspections to minimise disruption and improve efficiency. 

5. Retire lifestyle language, replacing it with a focus on building performance, support and shared responsibility.