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Attracting the next generation of cleaning industry professionals
12th of March 2025 Article by Paul Ashton
The UK cleaning and hygiene sector, employing over 1.6 million individuals, is integral to our economy. However, attracting and retaining young talent has become increasingly challenging. With an ageing workforce and evolving career expectations, our industry must modernise to stay competitive - says Paul Ashton, CEO of Birkin Group and chairman of the Cleaning & Support Services Association (CSSA).
Generation Z - those born between 1997 and 2012 - have been raised in a digital era where technology permeates every facet of life. To engage this demographic, we must embrace AI, robotics and automation, ensuring our sector remains relevant and appealing.
Technology as a Talent Magnet
Younger workers anticipate technologically advanced workplaces. A UK study revealed that 88 per cent of business leaders believe they must offer advanced digital tools to meet Gen Z expectations, and 68 per cent of young employees would consider leaving if an employer fell short technologically. To align with these expectations, the cleaning industry should integrate smart solutions that enhance efficiency and job satisfaction.
Automation and AI are already reshaping our sector. Robotic vacuum cleaners and scrubbers manage repetitive tasks, enabling operatives to focus on more complex responsibilities. AI-driven scheduling systems optimise workflows, while IoT-enabled sensors facilitate dynamic cleaning based on real time building usage and hygiene levels. These innovations allow staff to transition into more skilled roles such as monitoring smart devices, analysing data, and overseeing quality control.
Rather than eliminating jobs, automation is transforming them - rendering cleaning roles more attractive to tech-savvy professionals. The next generation seeks positions that involve technology, problem-solving, and continuous learning, moving away from monotonous, repetitive tasks.
Professionalising the industry
A significant barrier to attracting young professionals is the perception of cleaning as low-skilled labour. To alter this view, we must emphasise clear career pathways, professional development, and industry-recognised qualifications. The Worshipful Company of Environmental Cleaners (WCEC), Chartered Practitioner Register is a pivotal initiative, establishing cleaning as a skilled profession with formal accreditation.
Investing in training and certification elevates the industry's reputation, fostering a workforce that regards cleaning as a long-term career rather than a transient job. Companies should also provide growth opportunities, whether through leadership development, sustainability projects or advanced training in emerging technologies.
Sustainability and social responsibility
Generation Z places high importance on sustainability and corporate responsibility. A UK study found that 51 per cent of young workers expect their employer to have strong environmental commitments and one-third have declined jobs at companies that don't meet their ethical standards. The cleaning industry can resonate with this mindset by highlighting our adoption of sustainable products and methodologies, energy and water-saving technologies, and waste reduction strategies.
Smart cleaning solutions driven by real-time data combined with automation and AI-driven resource management assist companies in achieving sustainability objectives. By showcasing these efforts, businesses can attract young talent eager to work for organisations that align with their values.
Community and networking opportunities
The Cleaning & Support Services Association (CSSA) plays an important role in uniting UK industry professionals and fostering a sense of community. Through various events and community groups, the CSSA provides platforms for like-minded individuals to connect, share best practices, and celebrate industry excellence.
For instance, the community groups host a variety of informative events with purpose such as the Economic Outlook providing modern networking opportunities to connect like-minded professionals.
Additionally, the CSSA organises seminars focusing on contemporary challenges and innovations such as GDPR, AI and cybercrime aimed to equip industry members with valuable insights.
Embracing the future
The UK cleaning industry stands at a pivotal juncture. While demand for our services is increasing, so is the imperative to modernise. Post-Brexit and post-pandemic labour shortages have accelerated the need for automation, with cleaning robots and AI-driven tools becoming more prevalent in commercial facilities.
Industry forecasts suggest that the UK cleaning automation market will grow from £220 million in 2023 to nearly £1 billion by 2030, indicating a significant shift towards smart cleaning solutions.
To remain competitive, cleaning businesses must:
• Embrace and integrate AI, robotics, and automation to create more engaging and efficient roles.
• Promote professional development through initiatives like the WCEC Chartered Practitioner Register.
• Highlight sustainability efforts to attract value-driven Gen Z talent.
• Facilitate community engagement through events and networking opportunities provided by organisations like the CSSA.
• Establish structured career pathways to demonstrate long-term prospects.
The future of cleaning is not about replacing people but empowering them with technology. By positioning ourselves as an industry of innovation and opportunity, we can attract the next generation of professionals and secure a sustainable, tech-driven future.
The time to act is now. Let's transform cleaning into a career of choice, not chance.
Paul Ashton will be speaking on ‘Future-Proofing the Cleaning Sector - Attracting the Next Generation of Cleaning Industry Professionals' on Thursday March 20 (12:15-13:00) during The Cleaning Show 2025, at London's ExCeL.
For details about visiting the show: cleaningshow.co.uk/london
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