Seventh Generation Inc. articulates its commitment to be beyond solely producing cleaner and greener products; for them it is about cultural change in consumer behavior and business ethics. Living up to its name from the Great Law of Iroquois that prescribes deliberating the impact of each of our actions on the next seven generations, the novel formulas of the company’s household and personal care products ensure that with each use the consumer is making a difference through keeping toxic material out of the environment, saving natural resources and reducing pollution.
Innovation
Aptly described as cleaner and greener, the company’s products are manufactured in the most sustainable way possible. Ingredients used in products like dishwashing liquids, laundry detergents household cleaners and feminine care are safe for the environment and do not entail chronic health risks. The paper products use only recycled paper without the use of bleach. The company’s core activities include designing and formulating the products, overseeing supplier manufacturing, maintaining quality control, managing transportation logistics, sales and marketing and consumer education activities.
The company’s values of environmental sensitivity are manifested in its product development standards, the kind of materials used, product transportation and other emission, regulatory compliance, lifecycle inventory approach and systems thinking, and employing biomimicry to design the products and packaging.
As a result of a strong belief in the power of knowledge to change the world, the company’s website is replete with environmentally friendly facts and interactive question, answers and blogs to create a dialogue in the community of environmentally conscious individuals. The company encourages consumers to be involved in their efforts to save the planet. Green tips, ideas for better products and reviews on existing products are proactively sought from customers through the website. The organization’s newsletter is another step toward helping consumers make informed choices in the hope of contributing toward environmental conscientiousness.
In addition to the environmentally products made by the company, they have also launched an innovative program called ‘20/20 by 2010’. The objective of the initiative is to reduce the greenhouse gas emission by 20% through energy efficiency and another 20% by use of renewable energy. The implementation of the program involves an open source software tracker that allows employees to enter the information on their monthly use of fossil energy. The system churns the data and calculates the user’s carbon footprint with various possible graphical cuts of the data. The organization provides incentives to encourage employee participation.
Exhibiting corporate consciousness in its supply chain, the organization uses a report called ‘Manufacturing Partner Annual Report’ as an evaluation tool to assess the suppliers in an integrated fashion. Some of the issues include energy use, greenhouse gas generation and waste production.
Impact
Based on the average sales of some the company’s products in North America, their website displays a continuous ticker that provides the figures for number of trees and gallons of petroleum saved. At the time of writing this story, the numbers were 261403 trees and 443556 gallons of petroleum. The other facet of the success of business and environment synergy is evidenced in the rapid growth in sales at the rate of 28% with its 2006 revenues being in tune of $100 million. The projected goals for sales in 2008-2010 are 40% and 35% respectively.
Inspiration
The organization exists through its undying belief in the role of commerce to re-make the world. The company espouses the new corporate paradigm that does more than protect the environment. It helps develop new markets, position more responsible products and brands in these markets and attract a vibrant workforce that is committed to making a change.
Through its innovative business practices, the company has created avenues for suppliers, partners, shareholders, customers and employees to express their idealism, passion and commitment to causes larger than themselves at every point of the value chain- truly making a difference one household cleaning spray at a time!
The World Inquiry editorial team edited this profile from the original submission of the interviewer or other source. The views expressed do not necessarily represent Case Western Reserve University, the Weatherhead School of Management or the Center for Business as an Agent of World Benefit. More >>
