In the UK, 75% of adults care about their home being clean – but only one in five put the time in to clean at the weekend. Perhaps it's down to laziness, being overworked, or rethinking priorities, but one million more people employ a cleaner than a decade ago.

With media and researchers exposing the chemical nasties found in everyday products – from air fresheners to washing powders – consumers across the world are facing up to a hidden health crisis. With indoor pollutant levels two to five times higher than outdoor, is it time our homes had a detox?

Jessica Alba's start-up The Honest Company captures a growing demand for socially-conscious baby brands. As competitors try to balance quality, affordability, convenience and safety, it delivers them all through an innovative e-commerce model.

P&G have been accused of driving innovation too far with new product Tide Pods – even “killing” the laundry soap industry. Yet by acting like a leader, Tide Pods profitably taps into new trends and behaviours that might be the future of housework.