Explaining the shift in consumer values towards experiences over things that bring happiness and well-being, Caroline Bremner and Sarah Boumphrey of Euromonitor International explain,

Unilever’s Persil brand’s “Dirt is good” campaign also taps into the experience trend. Rather than focusing on the laundry detergent’s technical attributes and stain-busting properties, the campaign signals that children in particular should be free to experience the world around them no matter the /impact on their clothes.