The New Luxury of Buying Back Time with Home Cleaning Services

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In the modern age, our perceptions of wealth and success have started to shift. For a long time, our society has viewed material goods as the ultimate status symbol. A luxury car, a designer handbag, or a sprawling mansion were the physical manifestations of prosperity. However, over the past few years, a new trend has been emerging. People are starting to value their time more than their possessions. This shift can be observed in the increasing demand for services such as home cleaning, which not only provides convenience but also “buy back” precious free time.

A Shift in Consumer Preferences

A report by the Global Wellness Institute in 2018 predicted this trend, stating that one of the future shifts in the wellness market would be from “owning things” to “having experiences and time”. This shift is becoming increasingly evident today as more individuals are willing to pay for services that free up their time, enabling them to pursue activities they love or simply enjoy a well-deserved break.

In Australia, this trend is particularly pronounced. A recent study from the Australia Institute found that one in four Australians are spending money to outsource tasks they dislike. This is not surprising considering the fast-paced lifestyle many Australians lead, particularly in bustling cities like Melbourne. As a result, services like those provided by Maid to Clean have become more than a luxury, they have become a necessity for many households.

Investing in Happiness and Life Satisfaction

Spending on services that save time, like house cleaning, is no longer seen as an indulgence but rather a strategic investment. As per a study published in the Proceedings of the National Academy of Sciences (PNAS), buying time promotes happiness. The study revealed that individuals who spend money on time-saving services reported greater life satisfaction.

The Rise of the “Experience Economy”

The societal shift towards valuing time over possessions is also tied to the rise of the experience economy. A 2019 article in the Harvard Business Review noted that consumers are increasingly spending more on experiences rather than goods. While a spotless house is not an ‘experience’ in the traditional sense, the peace of mind and extra time it provides certainly is.

Pandemic Impact Surging Demand in Cleaning

This shift has been further accelerated by the ongoing pandemic. In the wake of COVID-19, people have become more aware of their living spaces and the importance of cleanliness. This has caused a boom in the cleaning industry, as highlighted by IBISWorld. The report noted that the demand for residential cleaning services has risen substantially during the pandemic.

Professional Cleaning Services – An Investment for your Wellbeing

When you hire a professional cleaning service like Maid to Clean, you are not just paying for a clean house. You are investing in your wellbeing, your peace of mind, and your time. You can reclaim hours that would have been spent on chores and using them to do things you love—be it spending quality time with your family, learning a new skill, or simply relaxing with regular scheduled home cleans.

Redefining Luxury with Time

In conclusion, as our society continues to value time over material goods, services that buy back our time will only become more essential. The upward trend in using professional cleaning services is a testament to this shift. By embracing these services, we are not only choosing a cleaner and healthier home but also a richer and more fulfilling life.

As we move forward, we need to reassess how we define luxury. It’s no longer about what we own, but how we spend our time. And if we can spend it doing what we love, rather than cleaning, isn’t that the ultimate luxury?


  1. Global Wellness Institute Report: You can visit the Global Wellness Institute’s website ( and search for their reports. They produce several reports each year on various topics related to wellness.
  2. Australia Institute Study: Visit the Australia Institute’s website ( and use their search function to find their research on outsourcing tasks.
  3. Proceedings of the National Academy of Sciences (PNAS) Study: Go to the PNAS website ( and search for studies related to “buying time” and “life satisfaction”.
  4. Harvard Business Review Article: Visit the Harvard Business Review website ( and search for articles discussing the “experience economy”.
  5. IBISWorld Report: Visit the IBISWorld website ( and search for their report on the cleaning industry during the COVID-19 pandemic.