From Clutter to Clarity: Why Spring-cleaning Still Resonates for Time-poor Consumers
As we approached the midpoint of 2025, we asked consumers to take a moment to reflect on the goals they set at the start of the year. For many, this reflection comes with mixed feelings.
Our research reveals that 50% of UK consumers are not on track with their 2025 goals, with women significantly more likely than men to feel they’re falling behind. The most common obstacles credited with getting in the way of progress are a familiar trio:
Wellbeing & motivation – challenges with anxiety, stress, procrastination, fatigue and burnout.
Financial pressures – driven by the ongoing cost-of-living crisis and a lack of disposable income.
Time constraints – overcommitment, overloaded schedules and the absence of dedicated time for self.
Consumers are stretched! Finding a moment for oneself isn’t easy, and sometimes that ‘spare time’ simply isn’t productive. Two-thirds of respondents agree with the statement: "By the time I have a moment to myself, I'm often too tired to enjoy it". Add to that the reality that less than 30% are getting the recommended 7+ hours of sleep per night and it's clear: people are running on empty in a landscape shaped by overwork, digital distraction and increased personal responsibilities.
Perhaps it’s surprising to see that amidst all this, spring-cleaning remains a priority for UK consumers. Data from our recent research shows:
2 out of 3 people still aim to include their entire home in their spring-cleaning efforts, whilst only 1 in 3 opt for more targeted refreshes focused on smaller zones or selected rooms.
85% of consumers say they’ve already completed all the spring-cleaning they intended to do this year, with 50% of all respondents exceeding their cleaning goals.
Respondents cited three key motivations for investing their increasingly limited time in this long-standing ritual:
Reducing clutter can give a sense of control through deciding what to keep and what to part with.
Creating a fresh, welcoming home environment has both emotional and psychological benefits.
The opportunity to achieve a tangible sense of accomplishment by getting something done.
Spring-cleaning in 2025 clearly isn’t just about sparkling windows and organised drawers. It’s about consumers carving out clarity, control and confidence at a time when the achievement of broader goals feels further out of reach.
This is where smart, service-oriented brands can shine: by offering solutions that reduce friction, maximise progress and deliver real emotional value.
1. Deliver effortless convenience
Convenience has become one of the most powerful drivers of brand preference. We’ve seen that 93% of consumers consider convenience to be as important as, if not more important than speed when engaging with brands. Contact centres for example must evolve from problem-solvers to proactive partners. Whether consumers are managing their finances or tracking a retail order, convenience means intuitive support and not waiting on hold. It means reaching a knowledgeable agent through the channel of their choice without repeating information. Smart routing, secure authentication and AI-powered self-service tools that anticipate needs all create a more seamless experience. Whether it’s instantly freezing a card or getting real-time order updates, customers expect frictionless interactions that respect their time and lower their effort. When support feels easy, brands earn trust.
2. Embrace incremental progress
Customers aren’t always tackling major overhauls, but they are craving progress. In fact, 78% of consumers agree that "Making small progress with tasks is better than perfection". Brands that frame their services as tools for everyday resets, as opposed to massive transformations, build deeper emotional connections. Some small wins that eliminate decision fatigue include: a cleaner transaction history, a simplified loyalty dashboard or dynamic substitution preferences that learn and improve over time. By positioning your brand as a partner in low-effort/high-impact progress, you turn everyday tasks into sought after moments of clarity and control.
3. Subtly empathise with the struggle
Clutter isn’t just physical – it’s digital, emotional and financial. Consumers today are navigating a constant stream of social media idealism, endless to-do lists and the invisible pressure to keep up. What they need from brands isn’t a push toward perfection but instead a demonstration of understanding. Avoid idealised images of pristine homes and flawlessly balanced budgets. Instead, showcase relatable progress: the partially organised fridge, the inbox with fewer unopened emails or the auto-sorted bank statement that makes spending feel less chaotic. Empathy means designing for real life while offering smooth CX and intuitive UX.
Moments of relief like a single-click reorder, or a personalised alert that avoids a late fee, show that your brand gets it – and that you’re here to help, not add to the noise.
The Harris Poll UK is a leading market research company that provides some of the UK’s best-loved brands with game-changing insights. We utilise a combination of proprietary software and advisory services to deliver data insights via custom service models. We help our clients make informed decisions based on our in-depth industry expertise and our continual exploration of evolving consumer needs and priorities. We know that when a company’s Business Strategy and Customer Strategy are one and the same, their brand and their employees are better placed to succeed.
We’ve applied our expertise in market research consultancy to look at these topics through the lens of consumer mindset, which we are tracking throughout the year.
Get in touch today to discover how our Customer Experience and Customer Closeness solutions can support your organisation.