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| Source: Clorox Arabia landing page. People feel better cleaning than playing video games. |
A surprising new contender to drive happiness is emerging: cleaning. Following the global success of its Clean Feels Good platform, Clorox has brought its narrative to the Middle East with the Good vs Good experiment* to explore the emotional impact of cleaning compared to popular feel-good rituals.
To test just how rewarding cleaning can be, Clorox conducted a study in the Middle East using electroencephalogram (EEG) technology. In Clorox's new Good vs Good experiment in the UAE, participants, including radio presenter and entrepreneur Kris Fade, KSA influencer Joud Aziz and others were fitted with EEG headsets to monitor brain activity in real time as they completed two types of tasks: one cleaning-related, and a personal "feel good" ritual such as playing video games, drinking karak**, or watching content online.
The neuroscience-backed results were surprising: on average, participants experienced a 20% higher Feel Good Index score during cleaning than during their chosen feel-good ritual. For instance, one participant saw a 54% mood boost when mopping versus eating ice cream, while another recorded a 31% higher Feel Good Index while cleaning than when watching their favourite videos.
According to Dr David Melcher, a professor of psychology who oversaw the experiment, "These sensors measure brain waves and give us a glimpse into what the brain is doing. By measuring these differences, we created our Feel Good Index which provides a read on positive emotions."
He added: "What we saw consistently is that cleaning triggered measurable boosts in the brain likely due to the sense of accomplishment, control, and clarity that comes from a tidy space."
To support the findings, Clorox conducted a survey across the UAE and Saudi Arabia in partnership with independent research consultancy Censuswide. The survey revealed that 98% of respondents say cleaning improves their mood. Nearly all (96%) reported feeling better after cleaning or even just walking into a freshly-cleaned space. Nearly half (46%) said they always clean to feel better, more than double the US average of 21%. Of those who do the cleaning themselves, 99% consider it a form of emotional support or stress relief.
Participants described the emotional payoff of a clean space with words like 'joyful', 'refreshed', and 'calm'. Seventy-four percent said a clean home made them feel joyful, 68% felt refreshed, 62% felt calm, and others reported feeling energised, proud, and more in control of their environment. These emotional associations are especially relevant in a time when burnout, screen fatigue, and stress are common experiences across the region, Clorox said.
"We're not saying give up your karak or your candles," said George Rechdan, MENA Marketing Director at The Clorox Company.
"But don't underestimate how good a clean home can feel. The results of this experiment show that cleaning with Clorox offers a surprisingly powerful emotional payoff, sometimes even more than our go-to indulgences."
Explore
Watch the videos on the Good vs Good experiment at https://www.youtube.com/playlist?list=PL_wlxQV_Qgbi3-91CCXQlmERTJ9RK1Q_o
*The research was conducted by Censuswide with 2,001 general consumers (aged 16+) in UAE and KSA between July 2025- August 2025.
**Karak is a spiced milk tea popular in the GCC region.
