Reclaiming time, redefining value for consumers
By Oksana Sobol, Vice President of Consumer Insights – Marketing
Like many parents, I look forward to a fresh start as my kids head back to school. But it’s also a chaotic time of transition. Between schedules, carpools, homework, lunches, and worrying about what germs will get passed around this year, many parents feel crunched and are looking for solutions.
Today’s consumer defines value differently. While price and quality still matter, convenience, health, and small moments of joy increasingly shape purchase decisions. As recently as 2019, money was considered the most valued resource, but now time has overtaken it.1 It’s a reality that parents feel acutely during back-to-school season.
At Clorox, we’re committed to helping consumers navigate everyday life with greater ease. Back-to-school is a key moment when we lean in — simplifying routines, supporting well-being, and meeting rising expectations.
The gift of time
Time seems like the ultimate equalizer — we all get 24 hours per day. Or do we? Pressed for time, consumers are turning to products and services that offer speed and simplicity to “buy back” hours. E-commerce saves time from shelf to pantry, subscription services automate tasks, innovation simplifies chores. In the U.S., that saved time is reinvested into wellness (more sleep, more time for meals), family (more time with kids and pets), and screen time (gaming and social media) — while working and commuting less.2
At Clorox, we’re helping consumers reclaim time through innovation:
- Clorox Disinfecting Wipes remain a go-to for busy teachers and parents constantly resetting multiuse spaces like desks and dinner tables.
- Clorox Toilet Bowl Foaming Bomb Cleaner refreshes toilets in one easy step — drop and walk away (or stay for the fizzing moment).
- Hidden Valley Ranch’s new inverted squeeze bottle makes dispensing easier and kid-friendly — no drips, no mess.
- Fresh Step Heavy Duty Litter offers 30-day odor control, giving pet owners more play time, less scoop time.
Designing for well-being
Consumers are investing in living better and enhancing their health through everyday choices. Despite being time-crunched, Americans are investing more time into home cleaning2, which is seen as a key driver of not only physical but also emotional health.
Back-to-school season means the return of chore charts — still viewed as part of raising well-rounded kids. But parents openly share that chores often lead to more nagging than help. In my home, whipping up a fresh bowl of Hidden Valley Ranch dip is the one chore that is done gladly and pulls a double duty of getting kids to eat their healthy veggies, too.
Across the Clorox portfolio, we take pride in crafting products that support healthy choices:
- Brita water filtration solutions are a must-have for many young people embarking on their college journeys.
- Burt’s Bees Boosted Body Lotion elevates skin care with a triple-action ceramide, niacinamide, and peptide complex to help boost the skin barrier.
- Hidden Valley Ranch Dry Mix transforms even the healthiest of meals into a flavor-packed experience — while adding zero calories.
Joy in the everyday
School has barely started, and social media is already full of “I need a vacation” parent moments. While that might not be an option till winter break, consumers are tapping into everyday moments of mindfulness and joy to replenish their energy. We see growing excitement for products that deliver small moments of delight, elevated sensory experience, aesthetic pleasure, or playfulness to de-stress and make daily life more rewarding.3
We’re bringing joy into the everyday through our portfolio:
- Glad Bahama Bliss Trash Bags offer a fresh take on a routine chore, combining dependable strength with vibrant color and long-lasting fragrance.
- New Clorox Scentiva Bleach in Lavender & Jasmine is a breakthrough “no compromises” innovation delivering the powerful cleaning, brightening, and deodorizing benefits of Clorox Bleach with a calming, spa-like scent.
Back-to-school crunch is real, but consumers are ready. They need more than just products to juggle time, family, and wellness. At Clorox, we’re proud to deliver solutions that reclaim time, reduce stress, support well-being, and carve out moments of appreciation in the everyday.