Seventh Generation

Seventh Generation is the responsible household-products company discussed in Advice Line with Jeffrey Hollender of Seventh Generation through Jeffrey Hollender’s founder and CEO experience. The episode says the board pushed co-founder Alan Newman out in 1992, Jeffrey stayed as CEO until 2010, and Unilever acquired the company in 2016 for roughly $600 million to $700 million.

Key Points

• Seventh Generation is used as the episode’s reference case for Purpose Driven Business: purpose mattered, but the company still had to compete on product performance and business results.
• Guy contrasts Petaluma’s “guilt-free” style messaging with Seventh Generation’s site, saying Seventh Generation leads with cleaning performance.
• The company becomes a practical example of tying sustainability to customer value rather than asking customers to buy mainly because of guilt or virtue.

Connections

• Jeffrey Hollender and Alan Newman - co-founders discussed in the episode.
• Unilever - acquirer of the company in 2016.
• Built for a Better World - Jeffrey’s book about the company’s lessons.
• Purpose Driven Business, Green Hushing, Mission Driven Customer Education, and Product Led Willingness To Pay - concepts reinforced by the company’s example.