Words: Tim McDonald

From eco-friendly formulas to refillable packaging, a green cleaning revolution is brewing, transforming practices for a brighter future.

It’s no revelation that traditional cleaning products significantly harm the environment through their use of chemical components, irresponsible packaging and disposal methods. Chemicals like phosphates, ammonia and volatile organic compounds (VOCs) pollute waterways, leading to oxygen depletion that harms aquatic organisms, causing long-term ecological imbalances. The prolific production of single-use plastics exacerbates pollution even further, contributing to landfill waste and microplastic contamination of the earth’s soil and our great oceans. Even the production and transport of these materials increase greenhouse gas emissions through the consumption of fossil fuels.

Improper disposal further compounds these issues, as non-biodegradable waste accumulates, leaching toxins into ecosystems. As concerns over these environmental impacts grow, there is a clear need for reform. The hygiene industry is now under increasing pressure to adopt cleaner, greener practices. 

Thankfully, a wave of solutions is transforming the industry landscape with innovations in eco-friendly cleaning formulas made from non-toxic ingredients, biodegradable packaging materials and refillable solutions that offer promising ways to reduce environmental harm.

These advancements promise to lighten the ecological footprint of cleaning products and encourage consumers and manufacturers to commit to ongoing sustainable practices.

Innovations driving change

In response to raised awareness and the desire to embrace green cleaning, the industry is undergoing a transformation driven by innovation. Many companies are reformulating their products to eliminate harmful chemicals, opting instead for plant-based ingredients like vinegar, citrus extracts and essential oils, free from toxic additives. These natural alternatives are equally as effective at cleaning while posing fewer risks to both human health and the environment.

From a packaging perspective, biodegradable materials are shaping trends, with manufacturers recognising the benefits of plant-based plastics and compostable options that replace traditional petroleum-based packaging. This mindset evolution reduces waste and lowers the environmental impact of discarded bottles, allowing them to break down more quickly in landfill.

Los Angeles-based Ashton Group CEO and president Stephen Askin says “green cleaning is more than just chemical products”. “The definition of ‘green’ or ‘environmentally preferable’ is products and services that reduce the health and environmental impacts compared to similar products used for the same purpose,”Askin says.

This definition can be used by purchasers to consider which options are the most preferable. In addition to chemicals, it addresses all products used in cleaning, such as paper, plastic can liners and equipment. It also addresses important issues like the training of workers. “Even a green product – if misused – places worker health and the environment at unnecessary risk of harm,” Askin says.

To solve the biggest environmental threat – single-use containers – refillable solutions are taking a conscious foothold, with some cleaning brands offering refill stations or subscription

models that deliver concentrated refills, reducing the amount of packaging waste generated with each purchase.

A growing range of steam-based, multi-functional cleaning devices is also pushing the sustainability stance in cleaning. Steam cleaning offers a safe, effective way to clean homes and industrial space without the use of harsh chemical exposure. Using minimal water, it is an eco-friendly alternative that conserves resources, making it a sustainable choice for those mindful of their environmental impact.

Ionised water products such as Z-Water, a purified pH12.5 ionised alkaline water made with advanced Japanese technology that is chemical free and requires no rinsing after use, are

biodegradable solutions that can be delivered in refillable bottles, reducing waste and minimising transportation-related environmental impact.

Corporate pledges versus greenwashing

Corporate pledges to sustainability have become a common response to consumer demand for eco-conscious practices. However, with the rise of these pledges, greenwashing has also

surged. Using deceptive marketing tactics that give the impression of environmental responsibility while continuing harmful practices behind the scenes, some companies are eschewing genuine efforts to go green while still using language like “eco-friendly” and “natural” without clear evidence or third-party certification.

Freudenberg Home and Cleaning Solutions marketing director Lorenzo Tadeo says there are many examples on the market of products that claim to be green because they contain recycled materials. However, he says, “when you look closely, these products often have a very minimal percentage of recycled materials, making it just a marketing claim and nothing more”.

To hold companies accountable, transparency is crucial. “The best thing that consumers and professional purchasers can do is to rely on third-party certifications,” Askin advises. “The major eco-labelling organisations used in Australia are Good Environmental Choice Australia (GECA), along with Australian Certified Organic (ACO) for organic cleaning products, Planet Ark’s Environmental Choice for environmentally friendly products and the EU Ecolabel or Nordic Swan. These organisations have clear standards and independently verify the products to meet the standards, so that consumers and professional purchasers can buy with confidence.”

Furthermore, regulatory bodies like the Australian Competition and Consumer Commission (ACCC) are stepping in to enforce truth in advertising, making it easier for consumers and activists to call out misleading claims.

“Sustainability reporting and meeting the needs of large customers will create real opportunities,” Askin says. “As such, I am currently co-chairing ISSA’s Sustainability Committee to help members address this emerging issue, which I think will be extremely helpful, especially for ISSA’s small and medium- sized members. The multi-billion-dollar companies can’t afford to employ experienced sustainability professionals and/or hire major consulting firms to help with their programs. Whereas the small companies, which are often the most innovative, simply can’t afford the same, which creates an opportunity to help them.”

Consumer power in sustainability

Emerging as a powerful force driving the green cleaning revolution, eco-conscious consumers are fueling grassroots movements and increased awareness of their marketplace habits. This sect of conscious consumers scrutinise product labels, demanding transparency to empower them to choose brands that align with their values. Even amid economic pressures, reports show that sustainability remains a priority with buyers willing to pay more for products and support brands that demonstrate genuine environmental responsibility.

Grassroots movements amplify this power, urging manufacturers to adopt sustainable practices or risk getting ‘cancelled’. Social media and online communities enable consumers to share information, boycott unethical brands and endorse companies they believe are making authentic progress.

This collective shift in consumer behaviour compels businesses to prioritise sustainable best practices and reinforce the message that environmental stewardship is not just an ethical imperative but also a competitive advantage. By voting with their wallets, society plays a pivotal role in advancing the green cleaning movement and ensuring that the industry stays on course toward a sustainable future.

Events such as Clean Up Australia Day and Earth Day demonstrate support for environmental protection, with the latter commanding the attention of one billion people in more than 193 countries. As the green revolution accelerates, it is clear that consumer choices, backed by informed advocacy, are critical. Together with innovation and corporate accountability, this growing demand for sustainable practice is reshaping the hygiene industry and fostering a cleaner, greener planet.

This article first appeared in the 2025 Feb/March/April issue of INCLEAN Magazine