Just when you thought you’d escaped all of your distant relatives who were obsessed with posting pictures of their laundry day all over Facebook, the Hinchers movement takes Instagram by storm. It appears that no social platform is safe from humble bragging about stain removal or dazzling dishes. Whilst, as a cleaning brand, we are obviously thrilled with the enthusiasm people show towards tidying trends, is there a much dirtier side to it all?
There was once a time where the cupboards underneath people’s kitchen sinks were unloved; a space purely to chuck, throw and stash away a plethora of plastic bottles. Functional, not fabulous, hidden rather than honoured. Cleaning was a chore, saved for Sunday mornings whilst listening to The Archers (or whenever this historic show was on). Fast forward to our modern day love affair with cleaning and the rise of the so called Hinchers movement – coined by fans of the wonderful Mrs Hinch and her immaculately clean abode.
Don’t get us wrong, anyone making cleaning trendy is a bit of a legend in our books. Whilst we are happy to throw out likes on every ‘tap to clean’ post, we’d be foolish not to acknowledge the sharp spike in consumerism this creates. Our desire to out-do each other with how many cleaning products we can colour code in our (already overflowing) cupboards is a conglomerates dream, but an environmental nightmare. Whether it’s ‘on Wednesday we clean with pink’ or a ‘Saturday scrub’, the battle for the cleaning crown is fierce – and your armour, trigger sprays and sponges. These single-use plastic bottles are not only damaging to the environment on a plastic pollution level but are also filled with 90% water and only 10% active cleaning ingredients, which is bonkers when you think about it. You might just start questioning how much you really ‘like’ that Cif inspired birthday cake...
Our diagnosis? It’s time to clean up cleaning.
So if you’re considering an eco-switch that’s not only a more sustainable way to consume but will also help you live your best cleaning life on the ‘gram, then we’re here for you.