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Subculture Series: #CleanTok and the Brands Doing It Right

YPulse’s Subculture Series shares deep dives into some of Gen Z and Millennials’ ever-evolving list of subcultures. This month, we’re taking a look at how home organization and cleaning content has changed how young people shop for their homes…

Written and Edited by the YPulse Editorial Team

Sep 20 2023
North America

KEY TAKEAWAYS

Cleaning video content across social media platforms has consumed Gen Z and Millennials’ feeds since 2020
“Clean with me” style content made a ton of “cleanfluencers” go viral on YouTube and TikTok
Brands have ample opportunity to connect with this subculture—brands already one it include Scrub Daddy, Dyson, Shark, and Lysol

Since the pandemic forced everyone to stay in their homes in 2020, there has been an astronomical increase in home content across social media. Between cozying up their home offices or making their bedroom somewhere they could spend way more time, young people especially took to social media to share their home improvements. Out of this, another category of content erupted: home cleaning content (better known as #CleanTok, fueled by #Cleanfluencers). Now, what started as simple cleaning content has grown into an entire niche genre that has young consumers excited about buying the latest Dyson or Shark vacuum. These vacuums...