Why GreenEarth Matters to Today’s Consumers
Trust is at the center of every great brand. As Esi Eggleston Bracey, Unilever’s Chief Growth and Marketing Officer, says: “People trust brands they love and companies that use their data responsibly. Employees trust companies that support them, have responsible practices, and treat them as people.” In today’s marketplace, where consumers are more informed and value-driven than ever before, that trust is built not only through words but through consistent, responsible action.
GreenEarth Cleaning embodies this principle. As the world’s leading sustainable dry cleaning solution, GreenEarth is designed for today’s consumer, someone who cares deeply about the environment, wellness, personal experience, and the value of their hard-earned money. Let’s explore why GreenEarth matters more than ever in 2025 and beyond through the six consumer trust components identified in PwC’s Voice of the Consumer Survey 2024.
- Cultivating Bonds with Eco-Conscious Consumers
Modern consumers want their purchases to reflect their values. In fact, according to PwC’s Voice of the Consumer Survey 2024, the environment is now a major factor in purchasing decisions. When asked what actions they’ve taken to reduce their impact on climate change, respondents reported:
46% said they buy more sustainable products (recycled, natural, secondhand, or with fewer plastics)
43% reported eating different foods (such as less meat or more plant-based options)
32% said they travel less or differently (choosing trains instead of flights or other lower-carbon options)
Other behaviors included conserving energy at home (31%), reducing water usage (26%), and voting for climate-conscious policies (22%).
This data shows that eco-conscious behavior is no longer minute; it’s mainstream.
Even more telling, consumers say they are willing to pay nearly 10% more (9.7%) above the average price for sustainably produced or sourced goods and services. The biggest influences on those decisions are tangible: production methods that emphasize waste reduction and recycling (40%), eco-friendly packaging (38%), and making a positive impact on nature and water conservation (34%). By contrast, messaging around corporate social responsibility (20%) and community engagement (17%) is seen as less persuasive.
This emphasizes the need for real, measurable sustainability practice, and that’s exactly where GreenEarth makes an impact. Our process not only avoids toxic, aggressive chemicals but also extends the life of garments, reduces waste, and minimizes water and energy use. For consumers who want their choices to reflect their values and who are willing to pay a premium for sustainability, GreenEarth offers proof, not promises.
- Reflecting Desires for Wellness and Sustainable Living
Wellness today goes beyond diet and exercise; it includes everything consumers bring into their homes and onto their bodies. People increasingly scrutinize products for safety, sustainability, and alignment with healthier lifestyles.
GreenEarth directly addresses this demand. Because it is chemically inert and non-hazardous, garments cleaned with GreenEarth return fresh and odor-free, without exposing wearers or workers to harsh chemicals. The system helps preserve not only the clothes but also the well-being of employees, customers, and their families. This approach resonates with consumers who want sustainable choices that don’t compromise personal health.
- Balancing Social Media Influence with Credibility
Social media continues to shape consumer decisions, but concerns about misinformation and credibility have made trust harder to secure. GreenEarth offers an advantage here: authenticity.
Our brand story is backed by two decades of science, proven results, and thousands of partner locations worldwide. This credibility allows GreenEarth to engage in social spaces confidently, sharing real customer experiences and highlighting the benefits of sustainable cleaning. By promoting truth and transparency, GreenEarth builds trust where it matters most.
- Safeguarding Personal Data While Elevating Experiences
Consumers expect personalization, but they also expect responsibility when it comes to their personal data. While GreenEarth itself isn’t a consumer data platform, our network of dry cleaning partners recognizes this importance.
By using customer data responsibly, whether for fine-tuning pick-up and delivery schedules, offering order reminders, or rewarding loyalty, GreenEarth Affiliates show respect for privacy while delivering elevated, personalized services. It’s about using data not as a commodity, but as a tool to make customers’ lives easier and more enjoyable.
- Delivering Value in a Challenging Economy
With rising prices across nearly every sector, today’s consumers are weighing value more carefully. They want affordability, but they also want quality and longevity. GreenEarth helps meet both expectations.
Garments cleaned in GreenEarth last longer, retain color and texture better, and avoid the wear-and-tear caused by traditional solvents. This means consumers save money over time, protecting their wardrobes as investments. GreenEarth offers exceptional long-term value, proving that sustainability and savings can coexist.
- Embracing AI While Maintaining a Human Touch
Artificial intelligence is reshaping industries, but PwC’s research makes clear that consumers still value human contact, especially in personal services. Dry Cleaning businesses recognize this balance and the trust built through face-to-face interaction.
AI can help dry cleaners optimize logistics, improve operational efficiency, and offer consumer marketing assistance. Yet it’s the human expertise, dry cleaners who understand fabrics, stains, and customer preferences, that keeps the service deeply personal. Leveraging technology to enhance experiences while preserving the trust built through face-to-face interaction is key.
Building Trust, Building the Future
Trust is not built overnight and must be earned, every day, with every customer interaction. The future of dry cleaning aligns with the values of eco-conscious consumers, promoting wellness, building credibility, collecting, utilizing, and safeguarding personal data, delivering long-term value, and balancing technology with human contact.
GreenEarth Cleaning is proof that sustainable innovation, and care for both people and planet aren’t just good ideals, they’re essential to building a lasting bond with consumers.
Angela Harris
Business Development Manager
GreenEarth Cleaning
816.370.8902
AHarris@GreenEarthCleaning.com