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While strongly influenced by their mothers’ housecleaning habits and attitudes, today’s young women are open to getting housework done in a new way. A recent MindSwarms study of women age 25-41 shows that this generation often feels guilty that they aren’t meeting the housekeeping standards their mothers set, so they’re eager for product innovations and time-saving methods to help bridge the gap.
One of the driving differences between today’s young women and their mothers is time – the majority of women interviewed for this study work full-time and express concern that because of time constraints, they aren’t able to live up to their mothers’ standards of cleaning.
Accordingly, this generation of women is much more likely to adopt novel methods for cleaning that promise to cut down on time or effort. Products in this category include wet wipes and Swiffer brand products, as well as all-in-one products, and automated cleaners such as dishwashers and Roombas.
The young women interviewed also suggest that they are willing to pay more for products that they trust, and will be brand loyal once they find a superior product. Furthermore, they say that they are more likely than their mothers to seek out organic or more natural housecleaning products. They express more concern about the safety of household products, in particular, how the products may affect their children.
Another way today’s young women differ from their mothers is their method of shopping. Many women explain that they utilize online shopping for household necessities – including cleaning wipes and sprays. As a whole, online shopping may be transformative for the home cleaning category, especially given how comfortable this generation is with online transactions.