Help Gen Z Clean
Feels good to have a clean slate, right?
That’s what we want to give Clorox—A fresh start with Gen Z.
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Help Gen Z clean with Clorox.
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As you might already know, Clorox is a major player in the cleaning category, and that doesn’t change with Gen Z.
Objective:
Research methodologies:
Problem
Maintain Gen Z customers by not becoming a cleaning product of the past.
To survive, Clorox can no longer rely solely on brand reputation or heritage; it must continuously prove its value in terms that resonate with modern shoppers.
The nitty-gritty of cleaning.
The threat of dupe culture…
Brand loyalty is at an all-time low with younger generations, with store brands having 2% more growth than Clorox in 2025. Younger adults are becoming more skeptical about brand effectiveness regardless of income level.
Say hello to the clean freak and the wet wipe demon.
Target
Our two consumer profiles that embody Gen Z cleaning habits.
Secondary Research
My team and I dug into the company, category, consumer, and culture surrounding cleaning.
Analysis
After this, we found key themes that led to our problem, a new objective, and primary research.
Primary Research
Consisted of 46 survey respondents, 12 diary photos, and 3 in-depth interviews.
Basically,
Clorox already owns the disinfecting category with Gen Z.
& cleaning habits have become a shared culture and emotional process based on efficiency and frequency for our generation.
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Emotional Journey
1
Frequency
Efficiency
Cleaning is a mood reset and a mindset.
Gen Z cares more about how cleaning makes us feel than what it actually does.
Cleaning doesn’t stick to a 9 to 5. It's pretty random, but Sunday resets are also very real.
3
Time is money, and Gen Z doesn’t have any time …or money.
“Recent generations of children have been in school for more of their lives, for more hours per week, with more jam-packed schedules, and with less free play, than ever.”
Our survey also found that over 50% of respondents listed multipurpose products as their top consideration when purchasing a cleaning product, with price second.
Which is why Gen Z needs efficiency + versatility in their cleaing products.
From ‘It’s what my mom used’ to universal habits like the ‘chairdrobe.’
Shared Culture
4
Like family recipes, cleaning techniques, and products are passed down from generation to generation. Yet some habits are universal with the concept of contained chaos, aka the chairdrobe.
Insights:
Strategy
Clear your head, clean with Clorox.
Tapping into Gen Z’s emotions gives Clorox the fresh start it needs.
ST: Jackie Ouellette, ST: Moira Sirois, ST: Jack Nguyen, ST: Laurence Walker, ST: Jess Ligon