What cleaning habits reveal about consumer psychology with Oksana Sobol

Episode notes

In this episode of The Curiosity Current , Stephanie Vance and Lev Mazin are joined by Oksana Sobol, Vice President of Consumer Insights at The Clorox Company. Oksana leads trend discovery and consumer trend landscaping at Clorox, helping the company translate cultural signals into strategic business decisions. The conversation explores insights from the Home Care Redefined report, a major research initiative examining how Americans’ relationships with their homes are evolving. Oksana explains how Clorox identifies and validates long-term consumer trends, and why the most important signals often come from understanding what doesn’t change in consumer behavior. A major shift the research uncovered is that emotional and social outcomes from cleaning are now as important as functional ones. Consumers increasingly see cleaning not just as a task, but as a reset. A way to restore a sense of control, accomplishment, and well-being. This shift is especially visible among younger generations, who approach cleaning with experimentation, creativity, and inspiration from social media.