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The Return of the Housewife: Why Women Are Still Cleaning Up
An illuminating look at the world of cleanfluencers that asks why the burden of housework still falls on women.
Housework is good for you. Housework sparks joy. Housework is beautiful. Housework is glamorous. Housework is key to a happy family. Housework shows that you care. Housework is women’s work.
Social media is flooded with images of the perfect housewife. TikTok and Instagram ‘cleanfluencers’ produce endless photos and videos of women cleaning, tidying and putting things right. Figures such as Marie Kondo and Mrs Hinch have placed housework, with its promise of a life of love and contentment, at the centre of self-care and positive thinking.
And yet housework remains one of the world’s most unequal institutions. Women, especially poorer women and women of colour, do most low-paid and unpaid domestic labour. In The return of the housewife, Emma Casey asks why these inequalities matter and why they persist after a century of dramatic advances in women’s rights. She offers a powerful call to challenge the prevailing myths around housework and the ‘naturally competent’ woman homemaker.
Housework is good for you. Housework sparks joy. Housework is beautiful. Housework is glamorous. Housework is key to a happy family. Housework shows that you care. Housework is women’s work.
Social media is flooded with images of the perfect housewife. TikTok and Instagram ‘cleanfluencers’ produce endless photos and videos of women cleaning, tidying and putting things right. Figures such as Marie Kondo and Mrs Hinch have placed housework, with its promise of a life of love and contentment, at the centre of self-care and positive thinking.
And yet housework remains one of the world’s most unequal institutions. Women, especially poorer women and women of colour, do most low-paid and unpaid domestic labour. In The return of the housewife, Emma Casey asks why these inequalities matter and why they persist after a century of dramatic advances in women’s rights. She offers a powerful call to challenge the prevailing myths around housework and the ‘naturally competent’ woman homemaker.
- GenresNonfictionFeminism
224 pages, Hardcover
First published April 8, 2025
8 people are currently reading
4360 people want to read
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Displaying 1 - 16 of 16 reviews
March 3, 2026
I would give this 0 stars if I could. I picked this one as part of the Goodreads challenge because the subject seems really interesting and the author spent the entire book trying to sound smart and boring me to death.
Every single line in the book sounded like the author used a thesaurus to replace every word and just rambled in order to fill space. Here’s an example of one line in the book:
“Underpinning these discourses of collectivity is, conversely, a highly individualised narrative of optimistic aspiration; of believing in your dreams, of never giving up and of submitting yourself to the life-changing potential of consumerism and, of course, the apparently ‘natural’ logic of unequal domestic labor practices.”
The author spent the entire book talking down to the reader and trying to make the reader feel dumb. I do feel dumb that I spent $29 dollars on this book (because I like to support smaller authors). This was a painful read.
Every single line in the book sounded like the author used a thesaurus to replace every word and just rambled in order to fill space. Here’s an example of one line in the book:
“Underpinning these discourses of collectivity is, conversely, a highly individualised narrative of optimistic aspiration; of believing in your dreams, of never giving up and of submitting yourself to the life-changing potential of consumerism and, of course, the apparently ‘natural’ logic of unequal domestic labor practices.”
The author spent the entire book talking down to the reader and trying to make the reader feel dumb. I do feel dumb that I spent $29 dollars on this book (because I like to support smaller authors). This was a painful read.
April 26, 2025
An extensive study on cleanfluencers and their rise in current society. Casey shows an in-depth knowledge of the history of women’s domestic work; she draws on feminist debates and the dangers that the rise of this new social media trend is producing in regard to patriarchal structures and gender inequalities. I was so impressed by how Casey deconstructs the social media videos and concepts featured in the rising notion of cleanfluencers, connecting them to the latest trends in social media such as self-help influencers, online therapists and Marie Kondo. After having read ‘Pink Pilled’ by Shearing which features the emergence of the tradwife and its reoccurrence on social media, this book was a brilliantly complimentary by exploring another figure, the cleaninfluencer, who is upholding similar values. As Casey said, it should be an image of a woman that concerns us all for the future. Thank you for this study!
July 17, 2025
This book was really interesting. It was a very clear and straight to the point book and the author has done a great job of going straight to the point and explaining things with clear examples.
I didn’t know that there were people called “Cleanfluencers” on social media that promoted products and cleaning hacks to the point of them having a large following and impact.
I took my time reading this book because it was a lot to think about and reflect on. Understanding the ties between cleaning and mental heath for example which primarily developed during the pandemic with the uprise of social media and its influence on people.
It’s a really interesting book when you realise that in many households the wife is still the one doing most of the chores and we (as women) have often been taught this way and to just get on with it. It’s a current battle for the equality of genres and roles which is clearly not aided by social media and other TV programs that carry on forgetting that men can also pick up a hoover and do the washing up.
I enjoyed this book and the fact that it also had interesting mentions of how housework was treated back in the last 20th century.
I didn’t know that there were people called “Cleanfluencers” on social media that promoted products and cleaning hacks to the point of them having a large following and impact.
I took my time reading this book because it was a lot to think about and reflect on. Understanding the ties between cleaning and mental heath for example which primarily developed during the pandemic with the uprise of social media and its influence on people.
It’s a really interesting book when you realise that in many households the wife is still the one doing most of the chores and we (as women) have often been taught this way and to just get on with it. It’s a current battle for the equality of genres and roles which is clearly not aided by social media and other TV programs that carry on forgetting that men can also pick up a hoover and do the washing up.
I enjoyed this book and the fact that it also had interesting mentions of how housework was treated back in the last 20th century.
March 22, 2026
It feels very word heavy, and a lot of the time it comes across like the author is circling the same points rather than building on them. Because of that, it ends up feeling really drawn out.
I found myself struggling to pick it up because it doesn’t feel like it’s moving forward enough to keep me hooked. That said, the subject matter itself is genuinely interesting. If anything, it’s the idea of the book that kept me going more than the execution.
I ended up sticking with it because I chose it for the Goodreads Winter Challenge (and the “Her Story” badge) and I really don’t like DNF’ing books.
Overall, it’s not a bad read, just one that feels way more stretched out than it needed to be.
I found myself struggling to pick it up because it doesn’t feel like it’s moving forward enough to keep me hooked. That said, the subject matter itself is genuinely interesting. If anything, it’s the idea of the book that kept me going more than the execution.
I ended up sticking with it because I chose it for the Goodreads Winter Challenge (and the “Her Story” badge) and I really don’t like DNF’ing books.
Overall, it’s not a bad read, just one that feels way more stretched out than it needed to be.
March 19, 2026
Cleanfluencing is a modern trend on social media where women share tips or videos on cleaning, decorating, and keeping their homes tidy.According to Cleanfluencing, cleaning your home improves mental health and relieves depression or anxiety.But Emma Casey has stated that there is no peer-reviewed scientific evidence for this. On the contrary, ordinary women often experience feelings of disappointment, failure, and shame when comparing their own homes to the 'perfect' homes displayed on social media.And even if women want to, they cannot share their responsibilities with men.Then instead of sharing the work, the work increases.And in the end, women have to do their own thing.
Emma Casey uses quotes and ideas from several famous feminist thinkers and modern influencers in her book.
Sheila Rowbotham: Sweeping up the rags and bones of capitalism
Silvia Federici :(comparing housework to exploitation) You call it love, we call it exploitation
Emma Casey uses quotes and ideas from several famous feminist thinkers and modern influencers in her book.
Sheila Rowbotham: Sweeping up the rags and bones of capitalism
Silvia Federici :(comparing housework to exploitation) You call it love, we call it exploitation
This entire review has been hidden because of spoilers.
March 31, 2026
I am really glad I didn’t have to pay for this book. Not my style. Hard to read. And I can’t believe people actually write books like this and get published.
March 12, 2026
forgot to track this but have been listening to this in the background while i’ve been…cleaning my apartment, but anyways!! it’s definitely an interesting topic and i do find cleaning videos fascinating, but to track through the history of why we as women feel compelled to be the cleaners is crazy wild
March 19, 2026
Her Story Badge
March 3, 2026
This book made me uncomfortable in the best possible way.
Emma Casey takes something many people see as ordinary and harmless, the idea of the housewife, and gently but firmly pulls it apart. She asks why, after decades of progress, so much domestic labour still falls on women. She asks why unpaid work is still treated as natural rather than political. And she does it without shouting.
What I appreciated most is how grounded the book feels. This is not abstract theory floating above real life. It connects directly to kitchens, childcare, cleaning, money, exhaustion. It looks at how self care culture and lifestyle branding can quietly repackage old expectations in prettier language.
At times I wished for even more lived stories alongside the analysis. The arguments are strong, but I sometimes wanted deeper emotional texture. Still, the clarity of the writing makes the message land. You cannot read this and walk away thinking housework is just personal preference.
This is not an angry book, but it is a firm one. It asks readers to look honestly at their own homes and relationships. It asks who benefits from the arrangement. It asks who is tired.
I finished it feeling thoughtful rather than triumphant. A little unsettled, but aware.
And that feels like the point.
Emma Casey takes something many people see as ordinary and harmless, the idea of the housewife, and gently but firmly pulls it apart. She asks why, after decades of progress, so much domestic labour still falls on women. She asks why unpaid work is still treated as natural rather than political. And she does it without shouting.
What I appreciated most is how grounded the book feels. This is not abstract theory floating above real life. It connects directly to kitchens, childcare, cleaning, money, exhaustion. It looks at how self care culture and lifestyle branding can quietly repackage old expectations in prettier language.
At times I wished for even more lived stories alongside the analysis. The arguments are strong, but I sometimes wanted deeper emotional texture. Still, the clarity of the writing makes the message land. You cannot read this and walk away thinking housework is just personal preference.
This is not an angry book, but it is a firm one. It asks readers to look honestly at their own homes and relationships. It asks who benefits from the arrangement. It asks who is tired.
I finished it feeling thoughtful rather than triumphant. A little unsettled, but aware.
And that feels like the point.
April 2, 2026
This is a very scholarly book, written in purely academic language. I don’t mind it (My job is basically reading dense papers) but I can see why some may find it tiresome, especially if they were expecting a book written for the layperson.
I can also see that this one started as a research paper and later got turned into a book: it becomes repetitive and drags after a while. Still, considering the current discourse and the not-so-subtle pushback against feminism I would recommend it to anyone interested in theory.
I can also see that this one started as a research paper and later got turned into a book: it becomes repetitive and drags after a while. Still, considering the current discourse and the not-so-subtle pushback against feminism I would recommend it to anyone interested in theory.
April 20, 2026
I really enjoyed reading this book! Charting historical associations between femininity and housework, the book shows how women’s responsibility for domesticity has now been repackaged and re-glamourized for the digital age. The consequence? That gendered inequalities in housework are now being served up as something more palatable which has worrying implications for our ability to not only recognise, but also challenge the unequal structures that continue to be at play. This is a highly readable and relatable book that really makes you think – a must read!
March 22, 2026
Instructions unclear; I now want to clean my house
March 23, 2026
Nop, este libro no ha sido para mí
April 10, 2026
An engaging and thought provoking book written in an engaging and accessible way. Highly recommend!
April 12, 2026
I did read some reviews beforehand, which almost deterred me from picking this up. I gotta say this book is not a dry, academic read at all (and I’ve read plenty of those books too)!
In this straightforward read, you’ll explore how consumer capitalism is driving the new era of cleanfluencers, tradwives in the US, and plenty of quotes from Betty Friedan to help round out the past and future.
This book provides some interesting insight and criticism on what’s happening with women and the role of housewife / caregiver (very publicly online) without shaming or calling for change. I learned about some advertising campaigns that I hadn’t seen across the pond in the US, which helped illustrate how society has evolved. I enjoyed this book and recommend it!
In this straightforward read, you’ll explore how consumer capitalism is driving the new era of cleanfluencers, tradwives in the US, and plenty of quotes from Betty Friedan to help round out the past and future.
This book provides some interesting insight and criticism on what’s happening with women and the role of housewife / caregiver (very publicly online) without shaming or calling for change. I learned about some advertising campaigns that I hadn’t seen across the pond in the US, which helped illustrate how society has evolved. I enjoyed this book and recommend it!
April 8, 2026
This book was a solid 2.5 stars for me and that has nothing to do with the content but I sadly thought it was just too repetitive. There were a lot of really good arguments made and I learned a lot of great stuff but I feel like this whole book could’ve functioned just as well if it had been written as a longer research paper. A good analytical argumentative essay certainly does have a bit of repetition just to really get the point across and make sure readers can clearly see all the connections being made, except in this case I found the repetitive nature to be too much for me which made the book sort of drag on a bit. Lots of great examples in here though and I found the argument to be pretty solid, I’m just not sure a book that was the best format for this piece.
Displaying 1 - 16 of 16 reviews