Seventh Generation Inc.

Seventh Generation, Inc. is an American company that sells eco-friendly cleaning, paper, and personal care products. Established in 1988, the Burlington, Vermont–based company distributes products to natural food stores, supermarkets, mass merchants, and online retailers. In 2016 Anglo-Dutch consumer goods company Unilever acquired Seventh Generation for an estimated $700 million.
Seventh Generation focuses its marketing and product development on sustainability and the conservation of natural resources, using recycled and post-consumer materials in its packaging, and biodegradable, and plant-based phosphate- and chlorine-free ingredients in its products.
The company attributes the name "Seventh Generation" to the "Great Law of the Iroquois". The company says the document states, "in our every deliberation, we must consider the impact of our decisions on the next seven generations."
History.
1988-1990.
1988: Alan Newman acquires Renew America, a mail-order catalog that sells energy-, water- and resource-saving products. After giving the catalog a new look, an enhanced mix of products, and a new name – Seventh Generation – Newman embarks on a campaign to raise funding for the venture.
1989: Entrepreneur and author of How to Make the World a Better Place, Jeffrey Hollender joins Newman and helps secure much-needed capital. First-year sales of $100,000 grow to $7 million two years later.
1989: A mention in the New York Times increases orders seven-fold within a year.
1990: 500,000 people request catalog during 20th Anniversary Earth Day celebrations. Seventh Generation launches its own line of non-toxic and recycled household products.
1990:
1991-2000.
1992: Newman leaves Seventh Generation to start Magic Hat Brewing Company.
1993:
1994: Seventh Generation enters the mass retail market with three products: dishwasher detergent, non-chlorine bleach, and liquid laundry detergent.
1995: Mail-order catalog business sold to Gaiam, Inc. and Seventh Generation focuses solely on its wholesale products business.
1998: Company begins expanding its retail reach.
1999: Bolstered by growing success, the company buys back all its stock.
2000: Sales grow nearly 32% per year, reaching $50 million over the next five years. True to its founding values, the company continues to give 10 percent of profits to nonprofit groups.
2001-2005.
2001: The company successfully lobbies for the removal of phosphates from automatic dishwashing products.
2002: Seventh Generation sets standard of no VOCs in its home care products other than those naturally occurring in essential oils and botanical extracts.
2002: First home care company to specify and produce with low levels of 1,4 dioxane in its laundry and dish care products.
2004: First corporate responsibility report published. Transparency of report becomes key hallmark of company's position as a leader in the corporate responsibility movement.
2005: Seventh Generation has created more than 70 products and claims 45% of the total sales in the paper and plastic, cleaning, diaper, wipes and feminine hygiene categories, making them the leading seller of natural, non-toxic household products in the United States.
2006-2016.
2006: Company moves to new LEED Gold-certified office on the shores of Lake Champlain.
2008:
2009:
2010:
2011: First North American company to launch a bottle featuring a fully recyclable and compostable outer shell made from 70 percent recycled cardboard fibers and 30 percent old newspaper fibers, supporting a recyclable lightweight plastic pouch inside.
2012: Seventh Generation becomes the first consumer product goods company to feature the USDA Certified Biobased label.
2013:
2016:
Awards.
Seventh Generation has received multiple awards.
Controversy.
On April 19, 2021 a message on the company's Twitter account voiced its support for the controversial Defund the Police movement, which 82% percent of American Adults do not support including 72% of African Americans. This sparked public outcry and petitions for removal of the companies products from retail stores.