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Cleaning Beats Karak: Clorox's Surprising Mood Booster Study

In the constantly busy environments of the UAE and Saudi Arabia, individuals often seek micro-moments of happiness through daily rituals. While sipping Karak, indulging in video games, or scrolling through social media are common avenues for joy, a new study suggests that the act of cleaning could be an unparalleled mood enhancer. Conducted by Clorox as part of their Good vs. Good experiment, this study has uncovered some unexpected findings that are both fascinating and relatable, intertwining neuroscience with consumer insights.

The Experiment

The experiment utilized EEG technology to delve into participants' brain responses while engaging in cleaning tasks versus completing feel-good activities. Among the notable participants were Kris Fade, a well-known Radio Presenter and entrepreneur, and Joud Aziz, a popular Saudi influencer. Each participant was monitored via EEG headsets as they tackled two types of tasks: one cleaning-focused and the other a personal 'feel-good' ritual, which included gaming, enjoying Karak, or consuming online content.

The outcome was striking: on average, participants recorded a 20% higher 'Feel Good Index' while cleaning compared to their selected indulgence. For instance, one individual reported an impressive 54% mood improvement when mopping up, compared to their experience of eating ice cream. Another participant saw a 31% increase in mood while cleaning versus watching their favorite videos. According to Dr. David Melcher, a Psychology Professor who led the experiment, the EEG sensors provided a window into brain activity, helping to establish the 'Feel Good Index' that reflects positive emotions elicited during the tasks. He noted, "We consistently observed that cleaning triggers measurable boosts in the brain, likely because of the sense of accomplishment and control that comes with a tidy environment."

Survey-Backed Insights

To substantiate these findings, Clorox also commissioned an extensive survey with 2,001 general consumers in the UAE and KSA, executed by independent research firm Censuswide. The results were particularly revealing: an overwhelming 98% of participants affirmed that cleaning elevates their mood, with 96% stating they felt improved simply by being in a newly cleaned space. Interestingly, nearly half, or 46%, indicated that they regularly clean to enhance their emotional state, a figure significantly higher compared to the 21% seen in the U.S.

Moreover, among those who engage in cleaning themselves, 99% classified it as a source of emotional support or stress relief. Participants expressed the emotional rewards derived from a clean space using terms like 'joyful,' 'refreshed,' and 'calm.' A substantial 74% claimed that a tidy home instilled a feeling of joy, 68% reported feeling renewed, while 62% felt calm, complemented by feelings of energy, pride, and control over their surroundings. These sentiments take on special significance in an era characterized by burnout, screen fatigue, and prevalent stress across the region.

An Emotional Perspective

George Rechdan, MENA Marketing Director at The Clorox Company commented, "We're not suggesting you relinquish your beloved Karak or scented candles, but it's essential not to underestimate the positive emotions a clean home can evoke. This experiment's results demonstrate that cleaning with Clorox can deliver powerful emotional benefits, often surpassing our typical indulgences."

By extending its successful 'Clean Feels Good' platform from the U.S. to the Middle East through the Good vs. Good experiment, Clorox introduces an insightful narrative that aims to redefine our understanding of everyday tasks. The experiment firmly positions cleaning as a legitimate pathway to emotional wellness, whether it be on a Sunday deep clean or midweek tidy-up.

Methodology

The research executed by Censuswide involved 2,001 general consumers (aged 16+) in the UAE and KSA, conducted between July 28, 2025, and August 4, 2025. Censuswide operates in alignment with the Market Research Society principles and is recognized by the British Polling Council. To explore further details about the enlightening experiment, visit Clorox Arabia and watch the accompanying video here.