American Cleaning Institute and Good Housekeeping Magazine Host Second Annual Summit

“Discover Cleaning 2021: Cleaning is Caring” will be held virtually on October 27.


By: Tom Branna

American Cleaning Institute and Good Housekeeping Magazine Host Second Annual Summit

As the nation continues to grapple with the COVID-19 pandemic, while also entering into what experts are warning as a difficult cold and flu season this winter, the American Cleaning Institute (ACI) and Good Housekeeping Magazine will host the second annual joint Discover Cleaning Summit. This year’s summit, “Cleaning is Caring,” is designed to address the cleaning concerns of today’s time-pressed consumers and highlight the latest advancements in the world of clean.
“We are honored to partner again this year with the American Cleaning Institute for these informative and essential discussions about the important role cleaning plays in everyday life,” says Carolyn Forte, Good Housekeeping’s home appliances and cleaning products director.  “Cleaning has taken on a whole new meaning for all of us in the last year or so and Good Housekeeping is happy to have the opportunity to reconfirm what we have always believed, that cleaning is an act of caring. We’re thrilled to be working with ACI to foster these conversations.”
Discover Cleaning Summit comes at a crucial time to focus on cleaning and hygiene habits directly tied to Americans’ health. Since the pandemic emerged over a year ago, there has been a documented shift in the perceptions and motivations behind why consumers clean, with cleaning habits now considered as a primary role in caring for the health and safety of loved ones. In fact, a survey conducted by ACI found that 70% of Americans view cleaning as a way to ensure the health and safety of themselves and their families. The finding presented a significant change from 2018 when a mere 7% of Americans reported cleaning as a way to prevent the spread of germs and illness.
“As the voice of the cleaning products industry, it is our responsibility to not only educate and inform consumers on cleaning and disinfecting protocols, but also lead the conversations that tap into the current mindset and actions of today’s consumers,” said Melissa Hockstad, ACI president and CEO. “Cleaning should no longer be viewed as just a chore or to be taken for granted. As we witnessed during the pandemic, cleaning, hygiene, disinfecting and laundering products and practices are crucial to public health and well-being, showing care for each other and ultimately ensuring a healthy, safe and robust future for us all. We are thrilled to team up again with Good Housekeeping to convene leading experts from health and science to consumer behavior and product innovation.”
Consumers, manufacturers, retailers, journalists and anyone interested in cleaning are invited to attend educational and informative discussions between leading industry experts, researchers, community leaders and more. Notable topics and panels include:
Caring for Our Health: Cleaning Still Matters
Caring for Our Families: Why Cleaning Is a Family Affair
Caring for Our Communities: Cleaning Our Way Back to School, Work & Play
Caring for Our World: Cleaning for Greener Future
The virtual Summit will be held on Wednesday, October 27 from 1 – 4 pm ET. Registration for the event will open in September. To learn more, visit:

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