Oh to be Green!

Nate Davies
Jimmy Xu
Business 260 - Marketing
February 13th, 2018

Chapter 5 Discussion: Seventh Generation

        Seventh Generation is a modern company. It as only been created in the last thirty years and survived a couple wars, the dot.com bubble, and the 2000's recession. Overall, this company is putting forth an immense amount of effort to stay on top of its market segment, which is green household cleaning supplies. There is an evident appeal to be more socially responsible in recent years. The Vermont based company is an an extremely ecologically sensitive area to validate its intentions. Furthermore, health and wellness have come more to the fore front in recent years. This is due to people's globe warming concerns and Heart Disease in America (Grewal & Levy 2013). The firm has maintained its reputation despite other companies with various lawsuits involved with "Greenwashing" products. In the recent article "Honest Co. could score you a refund" (2017), the company founded and represented by Jessica Alba claimed to not contain SLS and in fact did. This company has had other suits from ineffective sunscreen that is not natural either.  If Seventh Generation maintains truth and transparency there is not reason they cannot sustain their $150 million yearly revenue.
      All good things must come to an end. The benefit of using products with sustainable resourcing and organic chemicals is a beautiful premise, but the downfall is their price. Most companies who are environmentally friends have much higher price tags.Seventh Generation is no stranger to this unfortunate circumstance. Many people do not eat healthy granola bars like Khashi because they are so much more expensive than their cheap high fructose corn syrup competitors. If Seventh Generation were to partner with Johnson & Johnson or a bigger player of the household cleaners market they could possible lower cost by pooling resources and create thrift. Since the recession it is border life swanky to be frugal (Grewal & Levy 2013). When Seventh Generation or any green company figures out a way to make products more affordable they will increase their revenue exponentially.




References

Horowitz J. (June 7, 2017). If you bought honest company detergent, you could score a refund.                  cnn.com/2017/06/07/news/companies/honest-company-detergent-settlement/index.html

Grewal D & Levy M. (2013). Marketing fourth edition. McGraw-Hill: New York, NY.

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