Recently, Clorox teamed up with global neurotech leader, EMOTIV, to test the feeling of clean compared to other feel-good activities. To our surprise, 37% of participants felt better cleaning the toilet than they did petting puppies.* Discover more unexpected learnings from the experiment, and rethink what feels good.
* EMOTIV 2025 Study: Clorox partnered with EMOTIV to conduct a neuroscience study from January 12–14, 2025, to explore how different activities affected brain signatures. Using electroencephalography (EEG), the study compared brain activity in response to three cleaning activities and seven feel-good activities. Bayes Factors indicate the strength of evidence for differences between groups with <0.33 indicating evidence for equivalence.
