Long before sustainability became a corporate buzzword and “green” found its way onto every label, one visionary was already challenging the cleaning industry to think differently. Known globally as the “Father of Green Cleaning,” Stephen Ashkin has dedicated more than three decades to transforming how we clean—not just for appearances, but for human health, environmental responsibility, and industry accountability.

In this exclusive interview with Clean Middle East, Stephen shares the story behind his trailblazing journey—how a business idea rooted in differentiation evolved into a life mission shaped by values, purpose, and science. From shaping early definitions of green cleaning in the 1990s to influencing global procurement standards, and from advocating worker safety to championing the future of sustainable hygiene through innovation, Ashkin has left an indelible mark on the industry.

As the world turns toward a greener future, Stephen offers powerful insights for emerging leaders, cautioning that true sustainability goes far beyond certifications—it demands transparency, social responsibility, and unwavering commitment. Join us as he reflects on his legacy and looks ahead to the next chapter in the global green cleaning movement.

What inspired you to start advocating for green cleaning long before it became a global movement?

My journey into green cleaning began in the early 1990s when I was Vice President of Marketing at Rochester Midland Corporation. I saw a powerful business opportunity: “green” products could serve as a differentiator in a crowded and mature marketplace to drive sales and profits. At the time, few competitors were even thinking about green issues, and I recognized that positioning our sales reps around environmentally preferable solutions could give us a strategic edge.

But for me, it was more than just business. After college and before working at Rochester Midland, I spent six years on a full-time church mission, which deeply shaped my commitment to service and caring for others—especially overlooked people. When I entered the cleaning industry, I was struck by how little attention was paid to the health and safety of frontline workers. Advocating for green cleaning allowed me to push for safer, healthier products that protected workers and supported environmental responsibility. This was never just a marketing campaign—it was a moral calling and the chance to align my work with my personal values.

And I couldn’t have done it alone. I’m deeply grateful to the many people—mentors, colleagues, customers, and advocates—who inspired me, challenged me, and educated me along the way. Their passion and insights shaped my understanding and strengthened my resolve to keep moving this work forward.

How would you define ‘true’ green cleaning, and how has that definition evolved over the years?

‘‘True’ green cleaning was first shaped by the 1993 U.S. Presidential Executive Order 12873, which introduced the concept of “environmentally preferable” products—those that reduce health and environmental impacts compared to conventional options. From that, we defined green cleaning as “cleaning to protect health without harming the environment.” It was a shift from cleaning for appearance to cleaning for health and sustainability.

Green cleaning was rooted in continuous improvement—balancing performance and cost with reducing health and environmental harm. It challenged the industry to meet performance and cost goals while raising the bar for safety and responsibility.

Over time, green cleaning has expanded beyond chemicals to include janitorial paper, plastic liners, equipment, tools, and other products, evaluated across their full life cycles from the raw materials and ingredients the product is made from to the use of the product to ultimately the disposal of the product after use. We've also learned that ergonomics and other issues pose major risks to frontline workers—prompting a broader focus on product design, task efficiency, and worker safety.

As green evolves into sustainability, we now recognize that even certified products can come from companies with harmful labor, management, or environmental practices. True green cleaning requires transparency, ethical sourcing, and corporate accountability—authentic green products from good companies. And crucially, it acknowledges that for these practices to endure, they must also adapt to customer budgetary limitations and support supplier profitability.

What were the biggest challenges you faced when trying to convince the industry to shift to environmentally friendly practices?

At the start, everything about selling green cleaning was a challenge. From a business perspective, our sales teams didn’t know how to find prospects who might care about environmental or health issues faced by frontline workers. We had no playbook for presenting “green” as a business value, and the traditional sales model focused almost entirely on cost and immediate performance.

On the customer side, the challenge was even greater. There was little to no demand for green products, and many facility managers didn’t yet understand why it mattered. We had to look for visionary leaders—those rare innovators and early adopters who cared about human and environmental health. Compounding the problem, early green products often cost more or didn’t work as well, making it harder to justify a switch.

Formulating effective products was difficult, especially as early customers created their own specifications. We had to do everything at once—build credibility, educate the market, establish standards, and prove that green cleaning could be just as effective as conventional methods, if not more so.

What moment or breakthrough do you consider the turning point for green cleaning gaining mainstream acceptance?

Green cleaning became mainstream through a series of key breakthroughs. One of the earliest was the 1993 Presidential Executive Order 12873, which required federal agencies to purchase environmentally preferable products. This created demand and lent credibility to green cleaning at a time when few understood its value.

That same year, the U.S. Green Building Council (USGBC) was founded, attracting architects, engineers, facility managers, building owners, and policymakers who were already interested in healthier, more sustainable buildings. Around 2000, several major advances occurred. Green Seal and EcoLogo released standards for green cleaning chemicals, and we helped Massachusetts adopt them into their procurement program—a model other states followed.

Also in 2000, the USGBC launched LEED for Existing Buildings, which included a green cleaning component. This helped align manufacturers, service providers, and purchasers, and over time, LEED became a global roadmap for green cleaning.

Momentum continued with the passage of Green Cleaning in Schools legislation, embedding these practices in public policy. As demand grew, product quality improved and costs dropped—eliminating early concerns about effectiveness or affordability. This alignment of policy, certification, and market leadership marked the true turning point—proving green cleaning was practical, credible, and here to stay.

What emerging technologies or innovations do you believe will define the next generation of green cleaning?

The future of green cleaning lies in smart, adaptive, and sustainable systems that combine innovation with values like transparency, worker well-being, and environmental responsibility. It’s no longer just about products—it’s about how organizations make and use them. Certifications are evolving to reflect these broader expectations, including labor practices and carbon impact.

Technologies like on-site generators reduce packaging waste and transport emissions by creating cleaning solutions on demand. ATP meters provide objective data to verify cleaning effectiveness, while occupancy sensors could help frontline workers focus efforts where they’re most needed. The Internet of Things (IoT) enables equipment and dispensers to alert staff when they need maintenance or refilling, improving efficiency and service.

Artificial Intelligence (AI) is also making an impact. AI helps optimize cleaning schedules, predict supply needs, support compliance, and provide data-driven training. It enables smarter decision-making and allows for more adaptive, efficient operations.

Robotics is a rapidly advancing field that’s beginning to impact how cleaning is delivered. While today’s systems focus on floor care and other repetitive tasks, emerging technologies are evolving quickly. Staying informed is essential, as robotics could soon influence everything from how cleaning is done to how it’s scheduled, measured and managed.

We must also be ready for new challenges—from pandemics to severe weather and innovative building materials that may need specialized care. Green cleaning must stay adaptable, resilient, and centered on both health outcomes and the evolving needs of buildings and its occupants.

Finally, green cleaning is embracing social sustainability—fair wages, benefits, job protections, and respect for the people doing the work. The next generation of green cleaning is not just smarter and safer—it’s more just.

What advice would you give to young professionals or entrepreneurs entering the sustainable hygiene space today?

First, believe in the essential nature of the cleaning industry. This work matters—it’s fundamental to public health and safety. Whether you're helping prevent the spread of infection in hospitals, reducing asthma triggers in schools, or improving air quality in workplaces, you are literally saving lives. That sense of purpose should drive your career.

Second, know that this is a resilient, essential industry. Demand for cleaning—and for high-quality, sustainable solutions—will always be strong. Those who combine passion, technical expertise, and a commitment to sustainability will find opportunities not just to make an impact, but to build rewarding careers.

And finally, go deep into the science and management of cleaning, understand how buildings operate, and learn how to be a catalyst for change. Too many people try to succeed in this field by doing the minimum—focusing only on “selling stuff” without understanding what makes a cleaning program truly effective. To stand out, you need a solid grasp of the fundamentals: the chemistry of cleaning, the science of protecting occupant and worker health, the ability to assess and enhance program performance, the skills to train cleaning teams effectively, and a working knowledge of third-party standards like LEED, along with relevant regulatory requirements.

Just as important, commit to lifelong learning and actively build your professional network. The cleaning industry is still very much a person-to-person business. Relationships matter—and great opportunities often come from trusted connections. Invest in relationships as much as knowledge—because that’s where real leadership grows.

Looking back, what are you most proud of, and what do you still hope to accomplish in the green cleaning movement?

I’m most proud of the role I’ve played in helping reduce risks to the health of more than 100 million cleaning workers worldwide. When we began, the safety of these essential workers was rarely discussed. Today, it’s at the center of the green cleaning conversation. I’m also proud that we’ve brought labor issues—wages, benefits, production rates, and employment classifications—into the conversation. These are fundamental to achieving security for the people who do this vital work. Helping ensure that frontline workers can feed their families and pay their rent without making impossible trade-offs is one of the most meaningful outcomes of my career.

I’m also proud that we achieved this while making green cleaning profitable for the companies that embraced it. We proved that health, environmental impact, and business performance don’t have to compete—they can align. Green cleaning has become a true win-win, demonstrating how the marketplace can be used as a powerful force to protect people and the planet.

Looking ahead, I’m excited to mentor the next generation of leaders and expand the green cleaning movement globally, especially in developing countries. My goal is to embed sustainability, equity, and accountability across the entire global cleaning industry so everyone can live, learn, work, and play in cleaner, safer environments.