The Long Game of Advocacy

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The Long Game of Advocacy

April 1, 2025 |By ISSA Staff

Why your voice matters in Washington, DC.

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. Welcome to the long game of advocacy.

With nearly 150 registered attendees from across the cleaning industry, planning to participate in dozens of scheduled congressional meetings, and representatives from every corner of the industry-from manufacturers and distributors to 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 your business-whether that's tax reform, regulatory compliance, access to menstrual care products, or 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 acted, 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."

It's that kind of proactive, collaborative effort that 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 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 engaged with 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 WIPES Act: Passed in the House, this bill 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 EPA registration, OSHA compliance, or FDA oversight, 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 you.

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).

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.

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