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Discovering Joy in Cleaning with Clorox's New Initiative

In a world where joy often comes from indulgent treats or cuddling with pets, Clorox is challenging this narrative. They've recently rolled out a brand campaign titled 'Clean Feels Good', which encourages people to rethink the emotional rewards of cleaning their spaces. Through thorough research in partnership with Emotiv, a global leader in neurotechnology, Clorox is shining a light on the satisfaction that comes from tidying up.

The Insights Behind Cleaning and Happiness

Recent findings reveal an intriguing perspective: cleaning can elicit feelings of joy akin to, and sometimes even exceeding, the simple pleasures of other feel-good activities. According to a survey by Clorox, an astonishing 21% of Americans clean specifically to boost their mood. But how does this compare to universally enjoyed activities like playing with puppies or sipping coffee?

In a remarkable study, participants experienced various cleaning and leisure activities while their brain activities were monitored using electroencephalography (EEG) technology. The results were eye-opening. For instance, the act of cleaning a toilet – typically seen as one of the least enjoyable chores – provided positive neurological responses that surpassed even listening to participants' favorite songs and rivaled the delights of petting a puppy.

Cleaning vs. Other Feel-Good Activities

The findings indicate a significant cultural shift towards recognizing that cleaning can be more emotionally rewarding than many may believe. The study showcased intriguing statistics:

• - 37% of participants reported feeling better cleaning the toilet than interacting with playful puppies.
• - Enjoying the simple act of wiping coffee stains off a countertop ranked similarly to the satisfaction of having a favorite drink or getting a manicure.

One interesting revelation from the research indicated that cleaning tasks can evoke emotions comparable to some of our most cherished self-care activities. Wiping down surfaces contributed to enhanced brain activity, showing a 6% increase in positive emotions compared to getting a massage.

The Emotional Benefits of a Clean Space

Cleaning not only provides the end result of a tidy space but also introduces emotional fulfillment throughout the process. 88% of survey respondents felt a surge of happiness after wiping down surfaces, underscoring the intrinsic satisfaction derived from maintaining a clean environment. The campaign underscores how even brief cleaning tasks produce noticeable emotional benefits, on par with leisure activities such as watching a funny video or engaging in a hobby.

A Platform Encouraging a New Perspective

Clorox aims to inspire a change in consumer mindset through its Clean Feels Good platform. Vice President of Marketing and Innovation, Tad Kittredge, stated, “While at Clorox we have always believed that a clean space brings happiness, revealing through neurotechnology that cleaning can be as fulfilling as petting puppies was unexpected.” This initiative serves to help individuals embrace and celebrate the joy found in cleaning, advocating for the little victories in daily routines.

To further their message, Clorox has launched new television advertisements showcasing genuine reactions from people as they engage in cleaning, depicting how it contributes to their overall well-being. While many found enjoyment in cleaning, some reported it could never replace the pleasure of sipping a boba tea, suggesting there’s always room for more recognition of cleaning's benefits.

Conclusion

Clorox isn't just pushing products but is actively participating in a larger conversation about well-being. The Clean Feels Good initiative seeks to enlighten individuals on how everyday chores can contribute to emotional wellness. To find out more about Clorox’s commitment to quality and satisfaction through cleaning, visit Clorox.com/CleanFeelsGood and join the movement towards celebrating the joy of cleanliness.

Research Methodology:

• - Clorox conducted an online survey from January 14 to January 23, 2025, involving 2,000 Americans.
• - The neuroscience study was carried out between January 12 and 14, 2025, examining brain responses to cleaning and leisure activities.