Seventh Generation is known for its eco-friendly cleaning, paper, and personal care products, as well as its strong commitment to sustainability—or at least, that’s the image they aim to project. As the company positions itself as a leader in eco-conscious practices, questions arise about whether its sustainability efforts are genuinely impactful or if they’re more about marketing than meaningful change. Let’s dig into the facts and determine if Seventh Generation is truly green or just greenwashing.
What is Greenwashing?
Greenwashing occurs when companies promote themselves as environmentally friendly, but their actions don’t match the claims. In the case of Seventh Generation, this involves using potentially misleading messaging to appear greener than they are, despite environmental impacts that may not align with their branding.
Seventh Generation’s Sustainability Goals
Seventh Generation has set ambitious sustainability targets. They aim to make all products free of chronic toxins by 2025 and have committed to using 100% non-fossil fuel-sourced energy for their facilities, travel, commuting, third-party manufacturers, and distribution. Additionally, they strive for all products and packaging to be biodegradable or recyclable, and to use bio-based or recycled content.
The Positive Moves
Seventh Generation has implemented several initiatives that underscore its commitment to sustainability:
- Ingredient Transparency: The company was one of the first in the household products industry to disclose all ingredients on its packaging, allowing consumers to make informed choices.
- B Corporation Certification: As a founding B Corp, Seventh Generation adheres to rigorous standards of social and environmental performance, accountability, and transparency.
- Sustainable Packaging: They developed a liquid laundry bottle using 60% less plastic and 50% less water, featuring a convenient dosing technology.
These initiatives indicate that Seventh Generation is making efforts toward sustainability. However, it’s essential to examine these actions against the broader environmental impact.
The Contradictions and Concerns
Despite these positive steps, certain aspects of Seventh Generation's practices raise questions about the depth of its commitment to sustainability:
- Use of Synthetic Ingredients: Some products contain synthetic preservatives like methylisothiazolinone, which, while meeting safety standards, have been rated poorly by environmental groups.
- Plastic Packaging: While the company has made efforts to reduce plastic use, many products still rely on plastic packaging, raising environmental concerns.
- Ownership by Unilever: As a subsidiary of Unilever, a corporation that has faced criticism for environmental practices, there are concerns about the alignment of Seventh Generation's sustainability goals with its parent company's broader operations.
Greenwashing or Genuine Commitment?
Seventh Generation has made significant strides toward sustainability, with transparent ingredient lists, certifications, and innovative packaging solutions. However, the presence of synthetic ingredients, continued use of plastic packaging, and association with a parent company with a mixed environmental record suggest that there is room for improvement. While not a clear case of greenwashing, consumers should remain informed and critical of the company's practices to ensure they align with genuine sustainability.
Sources
- Seventh Generation's Impact Goals: https://www.seventhgeneration.com/company/goals-impact
- Seventh Generation's Company Overview: https://www.seventhgeneration.com/company
- Is Seventh Generation Really Safe & Non-Toxic?: https://thefiltery.com/is-seventh-generation-safe-non-toxic/
- The Dirt on EWG's Cleaner Database: https://www.seventhgeneration.com/blog/ewgs-cleaner-database
- Seventh Generation Detergent Review: https://greencitizen.com/blog/seventh-generation-detergent-review/
