Seventh Generation: Alan Newman and Jeffrey Hollender

Innovation

Seventh Generation's journey into eco-friendly products began with unconventional innovations. Jeffrey Hollender recalls the breakthrough moment when they transitioned from selling low-flow showerheads to household products like unbleached, 100% recycled fiber bathroom tissue and cleaning products. Despite initial skepticism from manufacturers, these products gained popularity, with Alan Newman noting the challenges in convincing partners to label their products as 100% recycled 1. The company's commitment to sustainability was evident in their insistence on using recycled materials, even when it seemed impractical 2.

We were selling unbleached, 100% recycled fiber bathroom tissue, which was the scratchy stuff that you found in a gas station.

--- Jeffrey Hollender

Their innovative approach extended to unexpected products like the string shopping bag, which became a surprising bestseller despite its niche appeal 1.

   

Marketing

Marketing eco-friendly products posed unique challenges for Seventh Generation. Jeffrey Hollender shares how their first mainstream retailer, Albertsons, led to an ethical dilemma when a labor strike occurred shortly after their products hit the shelves. The company decided to donate profits from Albertsons to the workers' strike fund, reflecting their commitment to values over profit 3. This decision was unconventional for the time, as consumers in 1995 were less concerned with corporate ethics than today.

We should take all the profits we generated from selling at Albertson's and donate it to the workers' strike fund.

--- Jeffrey Hollender

Despite these challenges, the brand's mission-driven approach attracted investors who valued both the company's growth and its ethical stance 4.

   

Sustainability

Seventh Generation faced inherent contradictions in producing eco-friendly products. Guy Raz highlights the paradox of creating products that, while less harmful, still contribute to environmental issues like landfill waste and pollution. Jeffrey Hollender acknowledges this challenge, emphasizing the need for a shift towards truly sustainable products, such as reusable diapers and cloth wipes 4.

Being less bad is not being good.

--- Jeffrey Hollender

The company has made strides by introducing products with no water and no plastic packaging, yet Hollender admits there's still a long way to go in achieving genuine sustainability 4.