Global nonprofit Green Seal® opened public comment on a leadership standard for sanitary paper products that contain no virgin tree fiber and meet meaningful manufacturing and packaging sustainability requirements.

A leader in certifying 100% recycled fiber products, the ecolabel’s proposed standard now also includes a certification pathway for tree-free products, expanding opportunities for brands that produce responsibly sourced alternative-fiber sanitary paper to verify their sustainability leadership.

Green Seal developed its new standard in collaboration with the leading towel and tissue brands, purchasers, and policy advocates in its working group to promote industry alignment on meaningful claims and criteria for this product category. See the working group members here.

“Buyers trust Green Seal-certified sanitary paper products because they significantly reduce carbon emissions, protect ancient and endangered forests, and preserve water resources,” said Doug Gatlin, Green Seal CEO. “Our new standard maintains this leadership bar while growing market impact by inviting a broader group of manufacturers to verify their sustainability achievement.”

Americans consume an average total of 19.2 billion pounds a year of sanitary paper products such as toilet paper, paper towels, and facial tissue. The fiber composition of these products has a significant impact on their overall environmental footprint. For example, products made from virgin fiber can generate three times as many carbon dioxide (CO2) emissions as products made from other types of pulp. 

By meeting stringent fiber sourcing and manufacturing criteria, Green Seal-certified sanitary paper products save an average of 30.5 billion gallons of water and 11.7 million metric tons of CO2 emissions a year—the equivalent of taking 2.8 million cars off the road.

Public comment on Green Seal’s proposed criteria is open through April 28. Learn more about Green Seal’s sanitary paper product standard and submit comments here.

You don’t need to be a policy expert to make a difference on Capitol Hill—you simply need to show up and share your story.

That’s the message John Nothdurft, director of government affairs at ISSA, delivered during his opening remarks at the 2025 ISSA Clean Advocacy Summit in Washington, D.C, on Monday. It’s not just about today’s meetings, he said—it’s about building something for tomorrow. He welcomed summit participants to the long game of advocacy.

With nearly 150 registered attendees from across the cleaning industry participating in dozens of scheduled congressional meetings, and representatives from every corner of the industry—from manufacturers and distributors to building service contractors (BSCs) and nonprofit advocates—the Clean Advocacy Summit reflected the tremendous momentum that has been building since the first in-person gathering just three years ago.

“This started with just a handful of us in a room the size of a shoebox,” Nothdurft recalled. “Now we’re here, a full house, representing a united voice of the entire cleaning industry.”

Building a movement

The ISSA Clean Advocacy Summit isn’t your typical trade show. It’s a strategic, grassroots push to shape the policy landscape that affects cleaning businesses—from tax reform and regulatory compliance to access to menstrual care products and recognition of the cleaning workforce as essential.

“You’re not just here to network or hear updates,” Nothdurft said. “You’re here because you care about the future of this industry, and you want to shape it.”

And shape it, they have. ISSA now boasts over 2,000 official “Advocates for Clean”—members who have taken action, from sending messages to legislators to attending fly-ins and town halls. It’s a small but mighty slice of ISSA’s 12,000-member network, and it’s growing.

From local to federal: Impact at every level

One of the Summit’s greatest strengths is its ability to unite a broad coalition of organizations. This year, partners included the International Franchise Association; the Institute of Inspection, Cleaning, and Restoration Certification (IICRC); the Building Service Contractors Association International (BSCAI); and the Association of the Nonwoven Fabrics Industry (INDA), along with advocacy groups fighting period poverty.

That collective voice matters, especially in a political environment where regulatory changes can happen fast—and sometimes without warning.

“A year ago, we were sounding the alarm on a bill in California that would have limited cleaning to 2,000 square feet per hour,” Nothdurft reminded the crowd. “We were able to turn that into a study instead. That’s a huge win. But that only happened because we showed up.”

That kind of proactive, collaborative effort has helped ISSA secure bipartisan support on key issues. International Cleaning Week, for example, grew from four governor proclamations in its first year to over 20 in 2025. Cities like Cleveland and Houston joined in, as did the U.S. House of Representatives, with a resolution co-sponsored by lawmakers from both sides of the aisle.

Why you?

Some watching from the outside often ask: “Why me? Why should I advocate?”

“You are the expert on your business. That’s all you need to be,” Nothdurft explained. “Talk about what matters in your community. What policies are holding you back? What programs helped you grow? That’s what lawmakers want to hear.”

He shared the story of Trisha, a longtime ISSA member who attended her first Summit fly-in, returned home, participated in a town hall, and personally influenced her congressman to co-sponsor a bill allowing training and certification programs to be paid for using 529 plan education accounts. That bill has since advanced out of the House Ways and Means Committee—a tangible result of one person speaking up.

Issues on the table

Throughout the summit, attendees discussed a range of critical legislative issues. Among them:

• Tax Reform: As Congress prepares a reconciliation package potentially extending or modifying the 2017 tax cuts, ISSA is pushing for measures that support business growth and job creation.
• The Wastewater Infrastructure Pollution Prevention and Environmental Safety (WIPPES) Act: Passed in the House, this bill that addresses concerns caused by the flushing of non-flushable wet wipes is now making its way through the Senate. It’s a priority for INDA and the broader industry.
• Period Poverty: With new legislation passed in states like Colorado, Nebraska, and Pennsylvania, ISSA and its partners continue to push for access to menstrual care products in schools and public restrooms—on par with hand soap and toilet paper.
• Regulatory Burden: Whether it’s U.S. Environmental Protection Agency (EPA) registration, compliance with the U.S. Department of Labor’s Occupational Safety and Health Administration (OSHA), or U.S. Food and Drug Administration (FDA) compliance, ISSA advocates for balanced regulations that protect consumers without stifling innovation or small business operations.

Training advocates for the long game

To make these efforts stick, ISSA doesn’t just bring people to the Hill—it equips them. Summit attendees received advocacy training, guidance on how to conduct meetings, and support through Soapbox—a digital platform that helps coordinate congressional appointments and follow-ups.

But Nothdurft emphasized that success isn’t always immediate. “This is a long game,” he said. “Politics may turn over every two or four years, but advocacy takes time. Tax reform? The last major update before 2017 was in 1986. We’re playing for the next generation.”

He encouraged attendees to take the long view and to keep advocating even when progress feels slow or setbacks arise. “You may get a ‘no’ today and a ‘yes’ in two years,” he said. “Votes change. People change. Policy changes. But only if we’re in the room when it happens.”

Celebrating progress

The Summit also recognized outstanding industry advocates and supportive lawmakers on Capitol Hill. On Monday evening, the awards dinner was both a celebration and a call to action—proof that advocacy works and a reminder that it only works because of involvement by the cleaning industry.

The recipients of the 2025 ISSA Advocate of the Year Award are Jody Carroll, CEO of PowerX3 Cleaning Solutions, and Raquel Carbonari, brand activation director, North America, at Tork, an Essity Brand.

The 2025 ISSA Outstanding Government Service award recipients are Representative Lloyd Smucker (R-PA-11), and Representative Marie Gluesenkamp Perez, (D-WA-03).

Also honored were the winners of the ISSA Spotless Spaces Competition.

Why it matters

“We do this because it’s what our industry needs,” Nothdurft said. “Because it works. Because you care.”

So whether you’re cleaning homes or classrooms, manufacturing products, running a distribution company, or helping to train the next generation of workers, your voice matters. And your presence in Washington makes a difference.

Welcome to the long game of advocacy.

Learn more at the ISSA Advocacy site.

Tork, an Essity brand, launched the Tork Coalition for Inclusive Hygiene whose mission is to explore how hygiene in public restrooms, often the busiest space in a facility, can be improved for most users.

Through the coalition, Tork continues its journey to understand the barriers people face in public restrooms and how to drive inclusive hygiene so everyone can have comfortable access to public restrooms​.

The founding coalition members include:

• Dr. Steven Soifer, American Restroom Association co-founder and treasurer and adjunct professor at Adelphi University.
• Dan Rocker, licensed clinical social worker and president of the International Paruresis Association (IPA), an organization dedicated to raising awareness and providing support for individuals who experience social anxiety related to urination, commonly known as “shy bladder syndrome.”
• Lee Moreau, founder and director of Other Tomorrows, an experience design and strategy consultancy, and professor of Practice, Design at Northeastern University.

Together with Tork, the coalition will help raise awareness of the need to bring inclusive hygiene to public restrooms and develop resources that businesses and facilities can put into action in their restrooms. Tork has over 50 years of experience in the design and development of restroom products, recently receiving the world’s first Design for All certification for its dispenser development process.

“The Tork Coalition for Inclusive Hygiene is the beginning of a groundbreaking initiative aimed at addressing what is a pervasive public health risk impacting millions,” said Amy Bellcourt, Essity, vice president of communication. “Research shows that 44% of people feel anxious about using public restrooms when leaving their homes, and often plan their days, travel, and lives around ensuring they have access to proper hygiene in public restrooms. This limits their experiences and can result in them not returning to a restaurant or avoiding purchasing food and drinks at an event due to fear of not finding a restroom that meets their needs.”

Tork recently surveyed more than 6,000 individuals in five countries and found that 44% of all respondents plan their travel routes to ensure they have access to public restrooms; 38% avoid eating or drinking while they are away from home to limit their use of public restrooms; 26% avoid a social event because of concerns around access to public restrooms; and one in six people have left a job because of a poor restroom. This data sheds light on the scale of the issue and its impact on businesses, their visitors, customers, and employees.

“This isn’t just about convenience; it’s a challenge affecting our society, businesses and the economy,” Bellcourt continued. “While the Americans with Disabilities Act has been pivotal in addressing some of these issues, our research shows there’s still so much more to be done. That’s why Tork is bringing together an expert group of individuals to advance an issue that often gets overlooked because many feel uncomfortable talking about it.”

The Coalition for Inclusive Hygiene was born out of a Tork-led roundtable discussion that took place in Washington, D.C., in the summer of 2024, where Tork—in partnership with the Global Handwashing Partnership—convened experts and leading voices representing public and private organizations to discuss the many barriers that impact how people experience public restrooms. The roundtable revealed how poor hygiene usability in public restrooms affects a surprising portion of the population and emphasized the need for greater awareness and education on the issue. To learn more about the key takeaways from the discussion, click here.

To learn more about Tork and its inclusive hygiene initiative, visit its website.