What cleaning habits reveal about consumer psychology with Oksana Sobol

Cleaning is no longer just about hygiene. New research shows consumers increasingly see it as a source of control, satisfaction, and emotional reset. In this episode of The Curiosity Current, Stephanie Vance and Lev Mazin speak with Oksana Sobol, Vice President of Consumer Insights at The Clorox Company. They discuss how people’s relationships with their homes are evolving. Drawing from the Home Care Redefined report, Oksana explains why emotional outcomes from cleaning are rising in importance, how “in-the-flow cleaning” is replacing traditional routines, and what these shifts signal for brands, researchers, and the future of home care innovation.