The Bunker
Inside the online 'cleanfluencer' cult pushing housewife propaganda
Apr 18, 2025
Emma Casey, author of 'The Return of the Housewife,' dives into the world of 'cleanfluencers' and the modern-day implications of domestic ideals. She discusses how social media shapes our perceptions of housework and contrasts joyful cleaning portrayals with feelings of inadequacy. Casey explores the psychological impacts of cleanfluencing, gender imbalances in domestic labor, and the revival of traditional housewife roles. With wit and insight, she prompts a reevaluation of these dynamics and their effects on women's empowerment today.
34:00
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Quick takeaways
- The rise of 'cleanfluencers' contrasts with persistent gender roles, as women still perform the majority of domestic labor in the UK.
- While some find empowerment through cleaning as self-care, it risks creating unrealistic domestic standards for many women.
Deep dives
The Housework Gap and Gender Inequality
Despite advancements in gender equality, research shows that women in the UK still undertake significantly more housework than men, exemplifying persistent gender roles. British women do about 60% more housework, mirroring trends even in countries like Sweden. This continues to raise questions about modern family dynamics, particularly in how domestic responsibilities are divided. As women increasingly take on roles in the workforce, the paradox of the household division of labor begs further examination, showcasing the enduring struggle for equality in domestic settings.
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