Just when you thought you’d scoured the surface on Gen Z trends, you might have missed a rather important spot. The internet’s obsession with aestheticising our mundane lives has ushered in an era of so-called ‘cleanfluencers‘ on TikTok (yes, really). These creators are pioneers of romanticizing the chore of cleaning, one impossibly aesthetic time-lapse at a time.
Videos of curated cleaning routines, Sunday resets and foolproof organisation systems make up a corner of the internet aptly named CleanTok. Whilst most are inspired by it, critics are quick to mop the floor with it, dismissing it as merely performative cleaning and superficial. This raises a crucial question, what happens when cleaning becomes trendy?
Girls that get it, get it
#Cleantok has over 691 million views on TikTok. But where did this attraction come from? It seems Gen Z is leading a soft revolution, where chaos and hustle culture are rejected and simple routines and pleasures take precedence. Under this soft life regime, the concept of living aesthetically is something to strive towards, therefore cleaning, it seems, is a natural byproduct.
Moreover, perhaps organizing and curating your space is another way to earn your place in the Gen Z zeitgeist, where everything needs an aesthetic and every purchase must buy into a trend (we see your Stanley tumbler)! Not to mention it’s satisfying. Perhaps cleaning content scratches that itch in our brain the same way an ASMR video or pimple-popping video does, IYKYK.
@olafflee a slow & peaceful sunday reset 🩰🫧 #asmr #sundayreset #cleantok #aesthetic #thatgirl #resetroutine ( ib: @Amanda Edin ♬ original sound – lisa x
CleanTok and the toxic productivity pipeline
Nevertheless, performative content creation is baked into the very essence of internet culture, as most of what we put out online is filtered, edited and aestheticised. While CleanTok may dazzle with its satisfying montages and household product hauls, let’s not forget that behind every sparkling countertop is a hefty dose of unrealistic expectations. Cleaning content, in some regards, makes us buy into the toxic productivity pipeline and can be scrutinized in the same way as aspirational aesthetics like ‘clean girl’ and ‘that girl’ for perpetuating unrealistic standards. Critics in the comments of these videos will be the first to tell you that not everyone has the time or the resources to do routine deep cleans or to make their Sunday resets aesthetic.
@kaelimaee welcome to stock-up-saturday👏🏼👏🏼 havent done a restock in awhile!😍 #asmr #asmrsounds #restock #restocks #restockasmr #organizedhome #organize #clean #cleantok ♬ original sound – kaeli mae
And speaking of airing out dirty laundry, these videos have soared to virality for portraying an idealized version of homemaking, in turn raising concerns about how they’re glorifying domestic labour, predominantly shouldered by women. “There’s something icky about performative cleanliness”, writes Vox. Are we inadvertently polishing the patriarchy?
But this is all, however, assuming the worst of the consumer of this content. After all, even the most impressionable of viewers can discern between reality and the curated images presented online. Here’s a hot take: maybe it’s not that deep. While it’s important to recognise that there’s more to life than perfectly arranged pantries and clean surfaces, dismissing these videos as merely performative overlooks the genuine benefits that cleaning can offer for mental health and well-being.
We’re all searching for that rose-tinted glass
Those of us who find cleaning weirdly gratifying can find solace in the perfectly polished rabbit hole of CleanTok. Some research indicates that the cleanliness of our households has a direct correlation to our cortisol levels, and that “chaotic or untidy houses” stop our brain from fully relaxing.
Similar research published in the Mindfulness journal found that individuals who are mindful and present when cleaning had a 27% reduction in anxiety and a 25% increase in “mental inspiration”. Suddenly, the cleanfluencers who refer to cleaning as their “therapy” don’t seem so extra after all.
The ritualistic aspect of cleaning can provide a sense of control and accomplishment in an otherwise chaotic world. This reframing of cleaning as a mindful activity aligns with the soft life principles that make up the Gen Z zeitgeist. Thus, the romanticizing of cleaning solidifies its place alongside correlating trends like soft saving, quiet quitting, soft dating and low-cortisol workout trends like hot girl walks and pilates.
@daycmie #주방 cleaning 🧼🥣 . .#cleaning #cleaningmotivation ♬ Aesthetic Music (Remastered 2022) – Bepo
Say what you want about TikTok trends, but there are far worse things to consume online than aesthetic cleaning videos. And if cleanfluencers are the ones to spark joy from mundane tasks like cleaning, I say let them.
After all, in a messy world, a little bit of shine never goes unnoticed.
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