As people looked for ways to stay calm and self-soothe during the pandemic, a new love for cleaning emerged. But while ‘CleanTok’ videos may be going viral, it’s green cleaning that’s really got people talking. But what do they expect from brands and products in this growing household segment?

Rising eco-anxieties and an increased focus on wellbeing and cleanliness post-pandemic are sparking a shift in the home care industry. As people pursue products that make cleaning a greener and more enjoyable experience, how can brands stand out on crowded supermarket shelves?

Sophie Hinchcliffe, also known as ‘Mrs Hinch’, amassed over 1.7 million followers, high-profile media appearances, and a six-figure book deal in less than a year simply by sharing cleaning tips and videos on Instagram. What is the appeal of watching a woman obsessively scour her home?

Conventional cleaning goods are often marketed on their effectiveness, but as Britons learn more about their potentially harmful ingredients, a growing number are looking for natural, reliable alternatives. Method fills this gap to help people keep their homes and the planet in pristine condition.