Get Back to Business with the Right Disinfection Protocols

Adopting the right disinfection protocols will “bring people back into business and make a difference,” according to an educational session, Cleaning and Consumer Confidence: Helping Put the Right Disinfection Practices in Place to Get Back to Business, by Reckitt Benckiser Professionals (RB) last week at ISSA Show North America Virtual Experience.

“Change has occurred rapidly in the environment and we’re at a new normal. And there’s a lot of anxiety out there for your businesses, for your customers, and for your employees,” Eric Pearlmen, channel marketing team lead at RB Business Solutions – Americas, said to Virtual Experience attendees before the presentation. This session, and others offered in last week’s show are still available to view though March 2021 when you register to watch on-demand sessions of ISSA Show North America Virtual Experience.

Pearlmen said that according to a 2021 U.S. Outlook study released last month, “In August 2020, 61% of consumers report ‘I prefer to play it safe and not take unnecessary risks’ versus 46% in 2019.” According to the same study, “90% of consumers believe that consumer habits and behaviors will change after COVID-19. And 73% feel life will never be the same in America after the coronavirus.” Pearlmen said, “that the practices and changes we make must be for the long term and more permanent.”

Pearlmen added that prior to COVID-19, only 4% of consumers were “extremely concerned about germs outside the home” and now during COVID-19 the concern has increased to 60%, according to a March RB study, A Conversation With Travelers. The results of this study show that hygiene and disinfection protocols are at the top of consumers minds. Therefore, there is an “opportunity to address this head on, establish protocols, and find new practices,” Pearlmen said.

Consumers want businesses to keep them informed about cleaning and disinfection practices “As you begin to make changes, it is important that you communicate these changes” such as through social media, Pearlmen said. In addition, consumers also want control of their environments, which they can gain by cleaning and disinfecting on their own.



Max Shearwood, Vice President at RB Business Solutions – Americas, recalled when the pandemic stay-at-home orders first began in March and resulted in record-low hotel occupancy rates. According to an RB March survey A Conversation with Office Workers, “83% of those surveyed were concerned about picking up germs while staying in hotel…and 78% of those surveyed said that they would be more likely to choose a hotel that had a specific germ protection protocol in place.”

Shearwood listed three key points to stress when instilling confidence about disinfection:

1. Reassure guests and employees with communication about cleaning and disinfection practices.
2. Make sure cleaning staff is visible to guests because visible practices help create an environment that drives loyalty, advocacy, and confidence.
3. Leverage strength in protection to appeal to new guests.

These practices, along with widespread media coverage and positive feedback from guests and employees, led to upward trends in hotel occupancy. Shearwood went over how these results could be used as best practices for other businesses:

1. Be Informed on disinfection and cleaning protocols, product knowledge, and U.S. Centers for Disease and Control and Prevention (CDC) and U.S. Environmental Protection Agency (EPA) guidelines.
2. Be Prepared to identify frequently touched objects or surfaces, document protocols, train and educate staff, and be proactive with disinfection.
3. Be Visible to increase frequency of front-of-house cleaning, using signs, stickers, and seals to show customers your protocols, and communicate with social media and other marketing activations.
4. Be Compassionate as having trust and empathy make a difference.