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New Love campaign research explores cleaning relationships with kids, roommates
CHICAGO, Nov. 2025 /PRNewswire/ — Jelmar, the family-owned company and maker of CLR Brands Calcium, Lime Rust Remover®, trusted to quickly and easily dissolve calcium and lime deposits and rust stains for almost 50 years, released results from a new survey that revealed a clean home is a happy home for the majority of U.S. families, tweens don’t like to clean, and cleaning and chores are a leading source of tension among roommates.
The new study, commissioned by CLR Brands,
builds upon last year’s “Love Campaign” research, expanding the focus from cleaning relationships in romantic partnerships to cleaning relationships between parents and their children, as well as among roommates.
“Beyond understanding how consumers use our products, we are interested in how people think, act and feel about cleaning,” said Jaci Volles, chief marketing and strategy officer at Jelmar. “This new research examines not only the mindset and behaviors surrounding cleaning, but also the emotional elements, revealing the tensions and connections that shape how cleaning influences our relationships and daily lives.”
Survey highlights include:
Kids Clean. Facts, No Cap.
- Cleaning is a love language: Six in 10 parents and guardians agree that cleaning is a “love language” for their family, and 89% of parents with children living at home report household tension decreases when kids keep up with their cleaning chores.
- 6–7. When tweens clean: Despite all of the “skibidi toilet” talk, 67% of households with tweens ages 10–12 living at home say that cleaning their bedroom is their most dreaded task—more so than cleaning the bathroom (41%), keeping common areas tidy (41%) or doing the dishes and unloading the dishwasher (40%).
- “No, Bruh”: A surprise to literally no one, tweens (ages 7–12) are the most likely to complain and attempt to negotiate ways out of doing household cleaning and chores (42%), followed by teens ages 13–17 (34%), children ages 6 or younger (27%) and those ages 18 or older (18%).