On conditions for unrectifiability of a metric space

We find necessary and sufficient conditions for a Lipschitz map $f:\mathbb{R}E\to X$, into a metric space to have the image with the $k$-dimensional Hausdorff measure equal zero, $H^k(f(E))=0$. An interesting feature of our approach is that despite the fact that we are dealing with arbitrary metric spaces, we employ a variant of the classical implicit function theorem. Applications include pure unrectifiability of the Heisenberg groups and that of more general Carnot-Carath\'eodory spaces.