For most people, laundry is simply another chore – yet there are some who joyfully experiment with fabric softeners, and others who put the task off for as long as possible. Canvas8 spoke to 20 men and women from across the UK to find out what they love or loathe about washing, drying and folding.

Sophie Hinchcliffe, also known as ‘Mrs Hinch’, amassed over 1.7 million followers, high-profile media appearances, and a six-figure book deal in less than a year simply by sharing cleaning tips and videos on Instagram. What is the appeal of watching a woman obsessively scour her home?

A third of consumers clean every day, and as their distrust of harsh chemical detergents grows, designers and scientists are responding with high-tech solutions. How will cutting-edge innovation do away with dirt in the future, and in ways that are considerate to the environment?

Laundry may not be the sexiest of household chores, but it is essential. And as many Britons continue their quest to live ethically, one small way to reach that goal is by making more conscious decisions about cleaning products. How is Persil Powergems making it easier for them to be green?