Cleanzine: your weekly cleaning and hygiene industry newsletter 6th November 2025 Issue no. 1185

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Brain study reveals that cleaning is an unexpected mood booster!

In an age where exhaustion, burnout and news fatigue are pushing people to chase micro-moments of happiness - whether it's sipping Chai, playing video games or scrolling through social media, a surprising new contender is emerging: cleaning.

Clorox's new Good vs. Good experiment in the Middle East aims to clean up some of the myths around what truly makes us feel good. And the brand has taken a bold step to prove it - through neuroscience with consumer insight, and the results are both surprising and refreshingly relatable.

The experiment:

To test just how rewarding cleaning can be, Clorox conducted a neuroscience study in the UAE using EEG (electroencephalogram) technology. Participants, including famous radio presenter and entrepreneur Kris Fade, Saudi influencer Joud Aziz and others were fitted with EEG headsets to monitor brain activity in real time as they completed two types of tasks: one cleaning-related and one personal ‘feel good’ ritual such as playing video games, drinking Chai or watching content online.

The results were surprising: on average, participants experienced a 20% higher ‘Feel Good Index’ score during cleaning than during their chosen feel-good ritual. For instance, one participant saw a 54% mood boost when mopping versus eating ice cream, while another recorded a 31% higher ‘Feel Good Index’ while cleaning than when watching their favourite videos.

According to David Melcher, Ph.D., professor of psychology, who oversaw the experiment: "These sensors measure brain waves and give us a glimpse into what the brain is doing. By measuring these differences, we created our ‘Feel Good Index’ which provides a read on positive emotions.

"What we saw consistently, is that cleaning triggered measurable boosts in the brain likely due to the sense of accomplishment, control and clarity that comes from a tidy space."

To support the findings, Clorox conducted a survey across the UAE and Saudi Arabia in partnership with independent research consultancy Censuswide. The survey revealed that 98% of respondents say cleaning improves their mood. 96% reported feeling better after cleaning or even just walking into a freshly cleaned space. Nearly half (46%) said they always clean to feel better, more than double the US average of 21%. Of those who do the cleaning themselves, 99% consider it a form of emotional support or stress relief.

Participants described the emotional payoff of a clean space with words like ‘joyful’, ‘refreshed’ and ‘calm’. Some 74% said a clean home made them feel joyful, 68% felt refreshed, 62% felt calm, and others reported feeling energised, proud and more in control of their environment. These emotional associations are especially relevant in a time when burnout, screen fatigue and stress are common experiences across the region.

George Rechdan, MENA marketing director at The Clorox Company, quips: "We're not saying give up your Karak or your candles, but don't underestimate how good a clean space can feel. The results of this experiment show that cleaning with Clorox offers a surprisingly powerful emotional payoff, sometimes even more than our go-to indulgences."

To learn more about the experiment, visit https://cloroxarabia.com/en/good-vs-good/

Video: https://mma.prnewswire.com/media/2800323/Clorox_Arabia.mp4

23rd October 2025