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Cleaning as content: why homecare is the new self-care
By Andrew Wardlaw2026-03-19T08:42:00
The shift from cleaning as functional to emotional, sensorial and personal is opening up a new growth space for homecare, says Andrew Wardlaw, chief ideas officer at MMR Research
When did cleaning become content? At what point did we start choosing to unwind with clips of sink scrubbing and laundry folding?Jokes aside, the explosion of #CleanTok is just one signal that people’s priorities around homecare are changing and brands need to keep up.
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