Can Cleaning Feel as Good as Petting Puppies? New Neuroscience Research from Clorox Says It Can

Core Insights - Clorox has launched a new brand platform called "Clean Feels Good," aimed at inspiring individuals to find satisfaction in cleaning activities [1][3] - The platform is supported by research indicating that cleaning can evoke positive emotions comparable to other enjoyable activities [2][5] Research Findings - An online survey revealed that 21% of Americans clean frequently to enhance their mood [2][8] - A neuroscience study conducted by Clorox and Emotiv found that 37% of participants felt better cleaning the toilet than petting puppies, and cleaning activities generally produced positive emotional responses [2][9] - The study utilized EEG technology to measure brain activity, showing that cleaning tasks like wiping coffee rings can evoke feelings similar to more traditional feel-good activities [4][11] Participant Responses - Among participants, 43% reported that cleaning the toilet felt better than listening to their favorite song, and cleaning tasks were often rated positively [5][12] - Wiping the kitchen counter was found to produce a 6.1% higher feel-good response compared to getting a massage, indicating a strong emotional impact from simple cleaning tasks [11][12] Brand Strategy - Clorox aims to change perceptions about cleaning by highlighting its emotional benefits through new marketing campaigns [3][6] - The company emphasizes that even short cleaning tasks can have a significant positive effect on mood, similar to longer, more enjoyable activities [11][12]