Cleaning Supplies Retailers to Advertise the Happiness Associated with Cleaning

BY Rachel Cagle
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"A recent study conducted by Ipsos on behalf of Mr. Clean reveals that the body responds to the act of cleaning the same way it reacts to watching race car driving, with a rush of adrenaline and improved mood."

"One hundred percent of study participants agreed that cleaning provides peace of mind and a sense of control over one’s environment, 82% liked to admire their work after a good clean, and 81% felt a sense of accomplishment when they finished the task. In fact, after cleaning, participants reported feeling more determined, inspired and proud and less jittery, nervous and hostile."

According to AudienceSCAN, it's the personal goal of 23.2% of Homeowners to get organized this year and 49.4% would like to make purchases that help them feel comfortable. But with many having children (44.3%) or animals (44.1% own dogs and 30.5% are cat owners), those goals can feel impossible. In the last six months, 48.9% of Homeowners have used a mobile device to watched an online or streamed video and 18.1% have watched TV commercials on YouTube. About 47% also get most of their local news from the TV. Maybe that's where they can stumble upon information about how cleaning can help them achieve their goals.

"The Cleaning Rush Study measured the Galvanic Skin Response (GSR) and Heart Rate (HR) — both automati bodily responses that happen without control — of study participants while they completed various cleaning tasks. With changes in both being driven by factors such as emotional enthusiasm and excitement, Mr. Clean determined that the act of cleaning results in an adrenaline rush, much like the feeling people have when watching a simulated, high-​intensity activity or sporting event."

"Before cleaning, participants had a affect score of 23.7. After cleaning, that number rose 9% to 25.8. The study also found that, after cleaning, participants were more inspired, proud and determined and less nervous, hostile and jittery."

"All participants reported feeling very/​somewhat satisfied once the cleaning was over. This includes the overwhelming majority (84%) who say that they felt VERY satisfied. Women (87% vs. 79% of men), older participants (90% of those ages 35–44 vs. 78% of those ages 25–34) and higher income earners (90% of those warning at least $50,000 annually vs. 72% of those earning less than this) are among the most likely to report being very satisfied."

"Cleaning is also seen to bring about peace of mind and a sense of control over one's environment, with all participants saying they strongly/​somewhat agree that:

  • cleaning up my external environment helps me to feel calmer and at peace in my mind
  • leaning gives me a sense of control over my environment
  • a good, thorough clean can be a mood-​boosting workout
  • the level of cleanliness in a home reflects who people are/​how they feel"

Businesses offering Homeowners cleaning supplies or service can promote the associated calm and happy feelings through many advertising methods. For starters, last year, these consumers were driven to action by direct mail ads (58.2%), both print and digital newspaper ads (47.7%), email ads (47.1%) and ads they see on daily deals websites such as Groupon (45%), according to AudienceSCAN. They're also 5% more likely than others to react to ads they see in both print and digital magazines and 6% more likely to be driven to action by ads in directory searches.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.