Political, geopolitical, security, social, and economic crises have shaped global reality in recent years. Yet above them all stands a crisis that transcends borders, continents, and oceans: the climate crisis, defined by countries around the world and their leaders as the most tangible modern threat to humanity as a whole. This crisis stems from the accelerated warming of the planet and the destructive excess of greenhouse gas emissions released into the atmosphere.

The COVID-19 crisis was not only a health event. It was a defining moment that disrupted routines, exposed systemic gaps, and tested the ability of countries, organizations, and businesses to cope with a reality that changes rapidly. Beyond the immediate response to illness, the crisis raised deeper questions about how we manage risk, maintain operational continuity, and treat the everyday infrastructures that enable normal life.

In recent years, it has become clear that cleaning is not a marginal or purely operational act. It is a foundational component of public health, personal safety, and the ability of the economy to keep functioning. Large-scale health crises, led by the COVID-19 pandemic, exposed a deep gap between public discourse about hygiene and the reality on the ground.