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With ‘cleantok’ videos racking up billions of views, experts are concerned that people are losing their ability to distinguish between fads and methods that will actually help them.
Last year, world-renowned decluttering expert Marie Kondo admitted that she’d ‘given up on tidying.’
The ‘queen of clean’ (as she’s so aptly referred to) willingly succumbed to the reality of having three kids to look after, turned her back on domestic order, and stopped dedicating such a substantial portion of her 24 hours to impeccably categorising each item she owns.
Her pivot to messiness came as no surprise during an era that’s literally been defined by unapologetic slovenliness and she’s since been praised for her refreshing authenticity amid the current landscape of strained perfection on social media and relentless culture of pushing us to better ourselves until we eventually die from boredom.
As the saying goes, however, cut off one head and two will grow back.
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This is exemplified by ‘cleantok,’ where tidying influencers have jumped at the opportunity to come for Kondos’ crown and where videos touting the benefits of obsessive organisation rack up billions of views every single day.
As trend analyst J’Nae Phillips explains, they’re so popular because they allow people to show personality – ‘they’re a way for individuals to express their creativity and values in spaces that might otherwise seem mundane.’
But while there’s nothing wrong with the odd closet clear-out or carefully curated fridge shelf, this particular trend appears to have gone too far.
