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Are cleaners becoming a non-negotiable for Gen-Z? Demand for domestic cleaning services has surged by 142% since 2023, according to data from Checkatrade, even as households cut back sharply on more expensive home improvements. The shift appears to be driven particularly strongly by younger households. That generational change has been fuelled in part by the rise of “cleanfluencers”, the social media stars whose meticulously scrubbed sinks, gleaming hobs and organised cupboards have turned clean