Businessmen and women chase a carrot dangling out in front of them.

The UK cleaning and hygiene sector, a vital economic force employing over 1.6 million people, faces increasing challenges in attracting and retaining young talent. With an aging workforce and evolving career expectations, the industry must modernize to remain competitive, according to Paul Ashton, CEO of Birkin Group and chairman of the Cleaning & Support Services Association (CSSA).

Ashton emphasizes the need to embrace technology, particularly AI, robotics, and automation, to appeal to Generation Z, a demographic raised in a digital-first world. Studies indicate that young professionals expect technologically advanced workplaces and are more likely to leave employers who fall short in this area. Integrating smart cleaning solutions can enhance efficiency and job satisfaction, transforming cleaning roles into more skilled positions involving technology oversight and data analysis.

Automation is not about job elimination, but job transformation. Robotic cleaners and AI-driven scheduling systems allow staff to focus on complex tasks, attracting tech-savvy individuals seeking roles that involve problem-solving and continuous learning.

The perception of cleaning as low-skilled labor presents a significant barrier to attracting young professionals. To combat this, the industry must emphasize clear career pathways, professional development, and industry-recognized qualifications. Initiatives like the Worshipful Company of Environmental Cleaners (WCEC) Chartered Practitioner Register are crucial in establishing cleaning as a skilled profession with formal accreditation.

Generation Z also places a high value on sustainability and corporate responsibility. Highlighting the industry's adoption of sustainable products, energy-saving technologies, and waste reduction strategies can attract talent aligned with these values.

Organizations like the CSSA play a crucial role in fostering a sense of community and providing networking opportunities for industry professionals. Events and seminars focusing on contemporary challenges and innovations, such as AI and cybercrime, offer valuable insights and connections.

The UK cleaning automation market is projected to experience significant growth, indicating a strong shift towards smart cleaning solutions. To remain competitive, businesses must integrate technology, promote professional development, highlight sustainability efforts, and facilitate community engagement.