The Rise of Cleaning Influencers

The rise of cleaning influencers on social media platforms has sparked a new trend known as 'resets', where individuals share videos of their cleaning and organizing routines. This phenomenon has garnered millions of followers and posts across various platforms, with influencers like Carys Harding, Emily Jones, and Roo Day leading the charge.

Carys Harding, a mother of three from Swansea with over 100,000 followers, incorporates a 20-minute 'evening reset' into her daily routine, filming herself as she tidies and prepares for the next day. She emphasizes the importance of being relatable and not making others feel inadequate.

While the trend has gained immense popularity, it has also raised questions about gender roles and empowerment. Dr. Stephanie Alice Baker, an associate professor in sociology, notes that cleaning has traditionally been associated with women's unpaid labor. However, social media now allows for the monetization of these activities.

Dr. Ceri Bradshaw, a psychologist, warns of the potential psychological impact of these videos, suggesting that viewers might be misled by the seemingly effortless nature of the quick cleaning routines. Nevertheless, she acknowledges the appeal of watching such content, describing it as 'soothing to the brain'.

As the trend continues to evolve, it remains to be seen how it will impact societal perceptions of domestic labor and gender roles in the long term.