MindSwarms | Household Cleaning
A Mother-Daughter Dynamic:
Housecleaning
1
How daughters feel their mothers influence
house...
MindSwarms | Household Cleaning
Research objective: to understand the emotions, pressures, and
motivations related to hous...
MindSwarms | Household Cleaning
While strongly influenced by their mothers’ housecleaning habits and attitudes, today’s
you...
MindSwarms | Household Cleaning


Methodology
Target Audience

Findings: Question 1

Findings: Question 2

Findings: Quest...
MindSwarms | Household Cleaning
Participant Profile:
!
• National US sample
• 12 states
• 14 cities
• Ages 25 - 40
• Female...
MindSwarms | Household Cleaning
Findings
6
MindSwarms | Household Cleaning
Question 1
1. Please show us a photo of your mother or parent(s), and tell us how
she/they...
MindSwarms | Household Cleaning
Question 1 Findings
Next-gen women say they take the “work” out of housework.
!
Daughters ...
MindSwarms | Household Cleaning
Mom influenced the way I clean because she taught me
everything I know. She was very partic...
MindSwarms | Household Cleaning
Question 2
2. Show us your #1 favorite home cleaning product: tell us why it's your
favori...
MindSwarms | Household Cleaning
Question 2 Findings
Their favorite products are either a twist on the “basic” their parent...
MindSwarms | Household Cleaning
This is the Clorox - the disinfectant bathroom cleaner (I
love, love, love that stuff!), th...
MindSwarms | Household Cleaning
Question 3
3. What are some of the cleaning rituals you learned from your mother/
parent, ...
MindSwarms | Household Cleaning
Question 3 Findings
Next-gen women tend to embrace new cleaning habits and rituals.
!
• Th...
MindSwarms | Household Cleaning
A new cleaning ritual that I have is I like to turn on
music. I like to listen to music wh...
MindSwarms | Household Cleaning
Question 4
4. Compare the home cleaning products you buy with the home
cleaning products y...
MindSwarms | Household Cleaning
Question 4 Findings
There appears to be a dramatic generational difference between what nex...
MindSwarms | Household Cleaning
My dad always used to buy a big jug of disinfectant and
just used that for everything, and...
MindSwarms | Household Cleaning
Question 5
5. Compare how and where you shop for home cleaning products from
how and where...
MindSwarms | Household Cleaning
Question 5 Findings
Generational differences are quite stark: online is playing a bigger an...
MindSwarms | Household Cleaning
I think the biggest difference with how and where I shop
for my cleaning products today ver...
MindSwarms | Household Cleaning
Question 6
6. What do you think your mother would say about your style of home
cleaning an...
MindSwarms | Household Cleaning
Question 6 Findings
Next-gen women almost universally feel they aren’t living up to their
...
MindSwarms | Household Cleaning
As far as my style of cleaning, my mom would probably
prefer a little bit cleaner, but I t...
MindSwarms | Household Cleaning
Question 7
7. Show us the area where you store your home cleaning products and
tell us how...
MindSwarms | Household Cleaning
Question 7 Findings
Regarding storage, space is the driving factor between the two generat...
MindSwarms | Household Cleaning
All of my cleaners are just mixed in together, because I
don't have a lot of room for them...
MindSwarms | Household Cleaning
Summary
There are two types of next-gen women as it relates to home cleaning: both
say the...
MindSwarms | Household Cleaning
Summary (cont.)
Time is the biggest difference between generations: working moms struggle
t...
MindSwarms | Household Cleaning 30
Click here to watch the video.
MindSwarms | Household Cleaning
About MindSwarms
• MindSwarms gathers video feedback from consumers via smartphone/
tablet...
MindSwarms | Household Cleaning
Thank You.
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A Mother-Daughter Dynamic: Household Cleaning

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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.

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A Mother-Daughter Dynamic: Household Cleaning

  1. 1. MindSwarms | Household Cleaning A Mother-Daughter Dynamic: Housecleaning 1 How daughters feel their mothers influence household cleaning rituals and brands !
  2. 2. MindSwarms | Household Cleaning Research objective: to understand the emotions, pressures, and motivations related to household cleaning. ! By gaining a deeper understanding of the the modern young woman’s relationship to cleaning, we can better gauge what types of products and concepts would appeal most. Purpose 2
  3. 3. MindSwarms | Household Cleaning While strongly influenced by their mothers’ housecleaning habits and attitudes, today’s young women are often pressed for time, and are more open to getting housework done in a new way. Our research shows that the next-gen woman is eager for product innovations and time-saving strategies that make it easier to meet the housekeeping standards her mother set. • Two groups: one sticks to purchasing patterns of parents; the other embraces organic & less-harsh chemicals. Both self identify as heavily influenced by their mothers. • Falling short: all respondents felt strain of not living up to mothers' cleaning standards. • Commodities vs. brands: cleaning by boomer moms is associated with commodities; cleaning by next-gen moms is associated more with brands. • Time crunch: next-gen moms feel the struggle to keep up with cleaning standards of their parents. • Online shopping: next-gen moms shop online, and their moms still prefer visiting the store. 3 Executive Summary
  4. 4. MindSwarms | Household Cleaning Methodology Target Audience Findings: Question 1 Findings: Question 2 Findings: Question 3 Findings: Question 4 Findings: Question 5 Findings: Question 6 Findings: Question 7 Summary ! 5 6 8-10 11-13 14-16 17-19 20-22 23-25 26-28 29, 30 4 Table of Contents
  5. 5. MindSwarms | Household Cleaning Participant Profile: ! • National US sample • 12 states • 14 cities • Ages 25 - 40 • Female • Mix of ethnicities and socio-economic backgrounds Target Sample 5
  6. 6. MindSwarms | Household Cleaning Findings 6
  7. 7. MindSwarms | Household Cleaning Question 1 1. Please show us a photo of your mother or parent(s), and tell us how she/they influence the way you think about cleaning in the home. 7
  8. 8. MindSwarms | Household Cleaning Question 1 Findings Next-gen women say they take the “work” out of housework. ! Daughters say their mothers have a powerful influence over their cleaning habits and attitudes. ! • Most daughters admit their mothers’ cleaning habits are more rigorous and thorough than their own. • Daughters who mentioned their fathers as influencers tended to have very meticulous fathers (e.g. ex-Navy). • Cleaning Day was part of the formative memories of many daughters; cleaning for next-gen moms is more on-the-fly versus devoting entire days to cleaning. • Some rituals are carried over from generation-to-generation (e.g. always making your bed in the morning). 8
  9. 9. MindSwarms | Household Cleaning Mom influenced the way I clean because she taught me everything I know. She was very particular about cleaning and washing. Whenever I clean something, I can only think back to everything that she taught us growing up. ! Zailenya, 29 Detroit 9 Question 1 Verbatim My dad was in the Navy, and he has always been really meticulous about the way he keeps his cars and his workshop, and even how he made the beds… My mom was also really meticulous about deep cleaning her house, and really instilled keeping a clean house in me from a young age. She was a stay-at-home mom. It's definitely hard to stack up to that, because I'm not a stay-at-home mom. ! Julie, 40 Des Moines
  10. 10. MindSwarms | Household Cleaning Question 2 2. Show us your #1 favorite home cleaning product: tell us why it's your favorite, and tell us why/how it's different from your mother's/parents'. 10
  11. 11. MindSwarms | Household Cleaning Question 2 Findings Their favorite products are either a twist on the “basic” their parents used (e.g. Clorox wipes) or they have moved on to more organic, less harmful chemicals. ! • Home cleaning products next-gen women choose as their favorite tend to be more modern in their minds: lots of wipes, scented products and convenient gadgets like Swiffers. ! • Millennial women tend to associate their parents’ generation with old school cleaning products like vinegar + water, baking soda, bleach, rags, harsh detergents and chemicals (even the Fuller Brush Man). ! • Wipes of all varieties rank amongst the most favorite products for next- gen women. 11
  12. 12. MindSwarms | Household Cleaning This is the Clorox - the disinfectant bathroom cleaner (I love, love, love that stuff!), the Lysol, the Power Green all-purpose cleaner. [My mom] likes to clean up with just vinegar and water or she'll use the bleach. ! Kiora, 25 Fayetteville   The Swiffer Dust and Shine with Febreze Lavender and Vanilla is my favorite cleaning product. It definitely differs from my parents, because they never had these things back in the day growing up. When cleaning, I think things were much more old-school. My mom probably just uses soap and water. She still mops the floor the old-fashioned way. ! Shaun, 32 Pompano Beach 12 Question 2 Verbatims
  13. 13. MindSwarms | Household Cleaning Question 3 3. What are some of the cleaning rituals you learned from your mother/ parent, and what are some new ones you have learned? Please explain in detail. 13
  14. 14. MindSwarms | Household Cleaning Question 3 Findings Next-gen women tend to embrace new cleaning habits and rituals. ! • There was a lot of talk about how boomer moms “got down on their hands and knees” - household cleaning in their parents generation tends to be associated with hard, manual labor. ! • Next-gen moms think their cleaning products are easier to use, and that the old school way of cleaning in their parents generation was just plain hard ! • The next-gen mom embraces innovations like Swiffer - to the point where “Swiffering” has become part of their lexicon. ! • Next-gen women use music to make household cleaning more enjoyable: one big differentiator between next-gen women and their moms. ! • A number of women interviewed mentioned that their moms didn’t trust dishwashers the way they themselves do. Boomer moms are more likely to choose to wash by hand. 14
  15. 15. MindSwarms | Household Cleaning A new cleaning ritual that I have is I like to turn on music. I like to listen to music while I do my cleaning, because nobody really likes cleaning, or at least I don't. While I'm listening to music while doing my chores or cleaning the house, it makes everything go faster. ! Susan, 28 Houston My parents clean almost everything by hand because they think that's the good way to clean, as you get all the dirty stuff. I use a dishwasher because it's quicker, but my parents don't like using a dishwasher as they don't think that the dishwasher itself gets rid of all the food and the grime. But sometimes I use it because it's faster and it's more convenient. ! Tracey, 25 Quincy 15 Question 3 Verbatims
  16. 16. MindSwarms | Household Cleaning Question 4 4. Compare the home cleaning products you buy with the home cleaning products your mother/parents buy? Why are they similar or different? 16
  17. 17. MindSwarms | Household Cleaning Question 4 Findings There appears to be a dramatic generational difference between what next- gen women buy and what they say their moms buy: ! • Definitely a shift towards greener, less harsh, and fewer chemical-filled products. ! • They say their moms still buy the basics: newspaper to clean windows, vinegar + water to clean floors, rags v paper towels to wipe down surfaces, mops v Swiffers for cleaning floors. ! • Bleach is something next-gen women say they buy less of v their parents. 17
  18. 18. MindSwarms | Household Cleaning My dad always used to buy a big jug of disinfectant and just used that for everything, and I tend to buy different cleaning products for different things. My dad always used to use newspaper and spray it to clean windows and mirrors, whereas I don't do that. I don't want black all over my fingers. I use the wipes. ! Donna, 32 North Kingstown The cleaning supplies I buy today tend to be green cleaning supplies, cleaning supplies that will clean but aren't harsh on my senses. The cleaning supplies that my mother uses and the ones that are marketed today tend to be really harsh chemicals. That's the major difference between the two products. My mom tends to buy Clorox products and I am buying Basic H today. ! Angela, 32 Kansas City 18 Question 4 Verbatims
  19. 19. MindSwarms | Household Cleaning Question 5 5. Compare how and where you shop for home cleaning products from how and where your mother or parent(s) shops for home cleaning products. Please explain in detail. 19
  20. 20. MindSwarms | Household Cleaning Question 5 Findings Generational differences are quite stark: online is playing a bigger and bigger role in the way next-gen women buy household cleaning products: ! • Boomer moms typically don’t consider buying online - next-gen women do buy household cleaning products online. • Next-gen women will spontaneously buy online v their parents who typically prepare in advance to buy in-store. • Next-gen women are enthusiastic about the convenience of home delivery. • Time is the key factor driving purchasing online for next-gen women. 20
  21. 21. MindSwarms | Household Cleaning I think the biggest difference with how and where I shop for my cleaning products today versus how my parents did it, is basically everything is deliverable now. I think back in the day my parents only had accessibility to a grocery store. They certainly couldn't just get on Google and go to Swiffer.com and order right off the website and have it delivered to the door. ! Shaun, 32 Pompano Beach My parents always had to go to the store, and it was usually a little bit of a drive for them. Now, it's really easy. You just go online and order whatever you need and it's shipped directly to your door. So, it's much more convenient, less cumbersome. ! Jennifer, 32 Columbus 21 Question 5 Verbatims
  22. 22. MindSwarms | Household Cleaning Question 6 6. What do you think your mother would say about your style of home cleaning and your choice of products? 22
  23. 23. MindSwarms | Household Cleaning Question 6 Findings Next-gen women almost universally feel they aren’t living up to their mothers’ standards of home cleaning. ! • Next-gen women say things like, “my mom would say I could still improve,” implying they feel latent guilt about their cleaning standards. • This generation of women say they think their mothers still feel they do it best when it comes to cleaning. • However, next-gen women say their moms would approve of the more natural products they use. • “Never good enough for Mom” was a recurring theme. 23
  24. 24. MindSwarms | Household Cleaning As far as my style of cleaning, my mom would probably prefer a little bit cleaner, but I think it's an unrealistic expectation, and she has forgotten what it's like to have a bunch of little kids running around, ruining everything that you fix or clean. She knows that I take pride in the cleanliness of my home, and its organization, but it's just never good enough for mom. ! Miriam, 32 Delaware 24 Question 6 Verbatims I think my mom wouldn't be too happy with my home cleaning style because I sometimes skip the Sundays of weekly cleaning like my mom always does (and she still does). I don't really clean too much in the bathroom/ scrub everything down like she does. I think she [would] be a little bit disappointed seeing how I clean. ! Susan, 28 Houston
  25. 25. MindSwarms | Household Cleaning Question 7 7. Show us the area where you store your home cleaning products and tell us how you organize everything. Also, tell us how/why it's organized differently from your mom's. 25
  26. 26. MindSwarms | Household Cleaning Question 7 Findings Regarding storage, space is the driving factor between the two generations. Boomer moms generally have bigger homes while their daughters live in smaller spaces. This impacts how and where they store their home cleaning supplies. ! • Smaller spaces means more singular storage spaces. Nex-gen women tend to keep their cleaning supplies in one place (under the sink). • Boomer moms tend to have larger homes with multiple storage areas for cleaning supplies. • Next-gen women admit they feel their mothers’ storage areas are more organized than their own. 26
  27. 27. MindSwarms | Household Cleaning All of my cleaners are just mixed in together, because I don't have a lot of room for them, so I just put them all up here on the shelf. And my mom would've had them organized based on everything that she uses them for. They would have been in different sections. But I didn't do that, I just have them all up there, mixed in together. ! Brickell, 26 Smyrna 27 Question 7 Verbatims The difference between my mother and myself is that she lives in a house and I live in an apartment. I have one area where I keep all my supplies whereas she has multiple rooms where she can keep supplies in areas that are as needed for their particular topic, like laundry- laundry stuff in laundry room. I don’t. ! Angela, 32 Kansas City
  28. 28. MindSwarms | Household Cleaning Summary There are two types of next-gen women as it relates to home cleaning: both say they are heavily influenced by their mothers (and/or fathers) but one segment sticks to the identical purchasing patterns of their parents while the other embraces green products and buys less harsh chemicals. ! Most feel like they aren’t living up to their mothers’ standards of cleaning; they have legitimate reasons (e.g. they are working moms), but still feel they are falling short of what their mothers taught them. ! The boomer generation is still associated with old fashioned COMMODITIES of cleaning: vinegar, baking soda, bleach, rags, mops, while next-gen women identify more with modern BRANDS. 28
  29. 29. MindSwarms | Household Cleaning Summary (cont.) Time is the biggest difference between generations: working moms struggle to keep up with the household cleaning standards their mothers set for them. ! Online shopping could be transformative for the home cleaning category, especially for next-gen moms. This generation of moms say they are very comfortable with shopping online for home cleaning products v their own moms who still go to a local store to buy theirs. 29
  30. 30. MindSwarms | Household Cleaning 30 Click here to watch the video.
  31. 31. MindSwarms | Household Cleaning About MindSwarms • MindSwarms gathers video feedback from consumers via smartphone/ tablet (and webcam) all over the world. Fast. ! • Consumers are screened first, then qualified respondents are invited to record their responses (asynchronously). Consumers are paid for participating. ! • Responses to the study questions are viewable and shareable online, and can be downloaded in Quicktime format for inclusion in presentations or to create curated videos. ! • Learn more at MindSwarms.com or blog.mindswarms.com. ! 31
  32. 32. MindSwarms | Household Cleaning Thank You. 32

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