CleanStart
How cleaning became the new
summer self-care ritual
MARCH 2026
A cultural shift: From “have to” cleaning to “helps me” cleaning
Cleaning has undergone a quiet cultural evolution. What was once seen as a task we simply powered through has become a meaningful ritual that brings calm, clarity and control back into our lives.
In the past, cleaning was all about getting the job done. It sat on a checklist of reluctant chores we “have to” get through, a functional task we would bribe our kids (or ourselves) to do.
But today, things are changing. Cleaning culture on social media is polished, refined, uplifting, highly sensory and educational.
As cultural representations of cleaning have moved from the functional how-to guides of housekeeping magazines to the satisfying and calming ASMR videos of social media, cleaning has taken on a different role. It has become a mind-clearing, mood-boosting ritual.
95%
agree that when their space feels good, they feel good
Because when our spaces feel good, we feel good too. According to a quantitative consumer survey conducted in Australia and New Zealand in December 2025, 95% agree that when their space feels good, they feel good.
Cleaning isn’t just about the result anymore.
We’ve begun to recognise the value of the act itself as a chance for emotional and mental reset.
That idea rings true for 87% who agree resetting their physical space helps reset their mental space.
For anyone familiar with the post-clean glow, this won’t come as a surprise.
The data is undeniable
93%
say a clean home makes daily life feel easier and less stressful
91%
say when my home is clean, my mind feels clear
93%
say when my home is clean, I’m more motivated and productive
Why Now? Clarity, calm and control to counterbalance the silly season
For Aussies and Kiwis, summer doesn’t just mean sunshine. It signals a reset.
After weeks of backyard BBQs hosting family, opening presents, unpacking the camping gear and living slightly out of sync, the start of the year often comes with a lot of physical and mental clutter.
A CleanStart isn’t just about wiping the slate clean. It’s about creating a sense of calm and control that makes everyday life feel easier, less stressful, and sets you up confidently for the year ahead.
With those benefits in mind, it’s no wonder 69% of Aussies and Kiwis plan to do a CleanStart in January or February.
The modern CleanStart taps into something deeper than productivity. It’s about the satisfaction of progress, not pressure, not perfection.
How to approach a CleanStart
Resetting your home doesn’t have to mean a full weekend dedicated to an overhaul of the home. In fact, the bigger the task feels, the harder it is to begin. People want cleaning to feel achievable and emotionally rewarding. So what are the barriers, and what helps overcome them?
The Barriers
The Solutions
Keeping it quick makes it stick
92%say when my cleaning feels easier or faster, I’m more likely to do it regularly.
Remember every small win has a big impact.
Inspiration is digital
42% say TikTok cleaning videos motivate them.
Satisfaction matters more than scale
81% prefer short, satisfying tasks over big cleans.
44% say ASMR makes cleaning look enjoyable.
Preparedness removes friction
88% say smartly designed tools make cleaning faster and easier.
Why CHUX® is introducing the Clean Start
Social media has played a major role in reshaping how we clean. People want inspiration that feels simple, real and achievable.
That’s why CHUX launched the Clean Start, an online video series designed to share practical, satisfying, real-world cleaning tips to start the year on the right track.
The Clean Start has been built to inspire and motivate action, helping Aussies and Kiwis get started on the quick wins that will help them feel good, and build momentum at the start of the year.
All tips are quick wins with satisfying results. It’s all about small time commitments with big emotional rewards; simple actions with satisfying results; and smart, thoughtfully designed tools that deliver simple, easy to follow multi-purpose cleaning assistance.
Research shows that Aussies and Kiwis are clear about what they want in cleaning tools. That’s why Chux products have been purpose-built for the job.
58%
of us have tried a cleaning hack from social media
57%
search online for cleaning tips, tricks and hacks
Our results show the right tools should…
like the Chux® Microfibre Sponge
which has two sides in one sponge – one for wiping in everyday cleaning; and one for scrubbing those stuck-on messes.
like the Chux® Heavy Duty SuperWipes
which have been made 20% thicker and 50% stronger than the Original SuperWipes, for tough jobs.
like the Chux® Microfibre Cloth
which simplifies the steps required to remove grease and grime with its built-in scrub corner for stuck-on messes.
like the Chux® Heavy Duty Dish Wand
which has 60% more scrubbing power than the Chux Non-Scratch Dish Wand, and an ergonomic handle for an easier, more comfortable clean.
like the Chux® Microfibre Wipes
which cleans with just water and has easy tear away sheets to grab, tear and clean.
Source:
Quantitative Consumer Survey Conducted in Australia and New Zealand December 2025
