At the ISSA VEO conference in Chicago, Raquel Carbonari, the North American brand activation director at Essity (Tork), shared her insights on why gatherings like VEO are important and how they can create tangible changes for workers, leaders, and customers across the industry.
Carbonari’s connection to the event was both personal and professional. “This event is very close to me,” she said. “I’m originally from Colombia, and having the opportunity to be surrounded by other Hispanic leaders in our industry is something I’ve really been missing. So, it’s great to be here, to be present, and to feel the energy of the room and the amazing agenda that we have to cover. It’s really exciting.”
Representation is not a side note; it is essential to the industry’s growth. Carbonari highlighted recent statistics that emphasize the significant involvement of Latinos in frontline cleaning positions: “70% of cleaners in the United States are from Hispanic backgrounds, so having the opportunity to come together, see what are their needs and more importantly how we can advance our industry is really exciting for me.”
The focus, she emphasized, is forward. Coming together is the first step; acting on what’s learned is the point.
For Carbonari, the practical promise of VEO is skills, structure, and follow-through. “We’re going to have the opportunity to upscale the leaders because without good leadership, it’s very hard to raise the whole industry,” she said. “There’s going to be upscaling for the leaders, great discussions, opportunity for engagement, and exchanging of ideas and thoughts.”
That work continues after the lights go down. “I believe as a follow-up, there are plans for additional training modules,” Carbonari said. “I’m collaborating with some of the ISSA team members to create those training modules. It’s all about coming together, the opportunity to exchange ideas, what are the needs of the industry, what are the needs of our customers, what are the users looking for, what are the experiences people are seeking.”
Carbonari connected the discussion to the importance of cleaning in both daily life and significant events, highlighting the need for training in cleaning and sanitation across various areas, including technical skills and management.
According to Carbonari, the key takeaway is to foster representation that mirrors the workforce, enhance leadership development to elevate standards, and implement training that leads to consistently improved outcomes for both employees and the communities they serve.
Interested in shaping the future of VEO? Consider joining our ISSA VEO Committee to help guide programming and initiatives throughout the year. Click here for more information.
