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Cleanliness - It's What Society Wants

28 April 2015 | Updated 01 January 1970

A new report confirms that the public appreciate that cleaning is essential both at home and in the office.

The ‘overwhelming message’ comes from new research commissioned by cleaning industry PR specialist, Ceris Burns International (CBI PR).

CBI PR stated that in a ‘unanimous verdict’, everybody who took part in the independent survey, carried out by Mindlab International, endorsed cleaning as an important industry sector, delivering ‘invaluable’ services to society.

Responses from the survey form the basis of a new best practice guide – The Future of Cleaning – which is the second in a series.

CBI PR launched its first guide, Selling Recycling to a Sceptical Public, in September last year, giving tips on planning communications campaigns for recycling and waste management companies.

The latest focuses on the cleaning industry. The guide uses consumer perceptions revealed through the independent survey to help cleaning professionals develop the products and services that will deliver the right results for the future. Company branding, investment in machinery and equipment, practical research and development and the importance of communication, are all highlighted in the guide.

The key findings of the independent survey were:

  • 78% of participants said that machinery is more effective than a mop.
  • 66% said that effectiveness is the single most important aspect when designing cleaning equipment or services.
  • 51% would prefer to see cleaners in branded uniforms.
  • 34% never talked to a cleaner at work.
  • 72% said that cleaning makes them feel satisfied.
  • 38% said that cleaning makes them feel contented.

The study used a series of timed-response sorting tasks to measure associations with different cleaning images as well as an explicit survey looking at people’s perceptions of the cleaning industry. A total of 200 people, located across England, Scotland, Ireland and Northern Ireland, took part in the survey which CBI PR contends represents a wide range of ages and professions.

“The research raised some interesting points, not least consumers’ faith in hi-tech cleaning machinery over more traditional methods,” stated Ceris Burns, MD, CBI PR. “Branding for cleaning companies is also seen as commercially important, and in addition we feel this can help with staff motivation and retention, so it is an area that merits investment and development.”

Ms Burns conceded that the finding that many people never talk to a cleaner at work was slightly surprising but believed this could be addressed through training and awareness building.

Picture:   Ceris Burns, MD, CBI PR – “The research raised some interesting points, not least consumers’ faith in hi-tech cleaning machinery over more traditional methods…”

Article written by Cathryn Ellis | Published 28 April 2015


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