In a bid to protect themselves from COVID-19, people have been investing more time and money in hygiene - whether that's disinfecting surfaces or increased handwashing. And these behaviors look set to stick beyond the pandemic - suggesting people want amped-up efforts from brands, too.

While watching someone pull hair from a drain may not be everyone's go-to entertainment, for the devoted fans of CleanTok, it's all in a day's work. These extreme cleaning videos speak to Americans' increased fixation on their home environments – and their desire for calming, satisfying media.

The COVID-19 pandemic has seen women dropping out (or being forced out) of the workforce in record numbers. What are the reasons behind this shift and how might they affect gender equality in the long run? Additionally, how can brands support mothers as they strive to find success and balance?

Armed with an internet connection and a laundry list of jobs, home hackers are connecting globally to share cleaning tips. But what drives people to come up with DIY solutions when there are so many specialised products out there? And how can brands show their value to these individuals?