I have been critical of Method for not putting their money where their mouth is and for sometimes taking ownership of other’s achievements. I tended to favor 7^th Gen and their transparency policy, mainly by disclosing all their ingredients and being a pioneer of Corporate Social Responsibility under Jeffrey Hollender’s leadership.

In our efforts to promote sustainable practices along with bringing to market safe, potent and natural products, calling on companies that best represent this effort is not always well regarded but I feel it is a as important as singling out the dirty ones.

So it is time to praise Method for stepping up not only for greening their household and personal care product lines, but also for being a leading socially responsible company.

Method: green and sustainable.

Kudos to the skippers, good cops and others for formulating greener and greener products. Kudos to the leadership team for disclosing the ingredients in all of Method product lines. Kudos to the green giants and others for lowering Method’s environmental footprint. And kudos to everyone for building successful partnerships. And that is probably what will set Method apart from their competitors – this and retaining talents – in years to come, which has become an increasingly important success factor in the FMCG space that requires a constant input of creativity. When Clorox and P&G buy a brand to grow their market share or reach, Method seems to have chosen to partner with topnotch experts and suppliers to expand their own. And it seems to add considerable value to the organization as this network of top green and sustainability experts, researchers and scientists are helping them stay on tracks, reach their sustainability goals, lower their environmental footprint and create even better products.

Method: a key member of the B-Corp family

One action is quite telling of the company’s mission and values – and to be honest, triggered this post. Assemblyman Huffman introduced a bill earlier this year that will establish a new form of corporate entity known as Benefit Corporation. There are probably over 100,000 businesses that operate on the principles in the country and California is home to the largest concentration of these companies that measure their performance not just by the money they make but also by their environmental and social impact. If passed, California would be the 5^th state to enact such legislation. There has been tremendous support for it, with many investors, businesses and other professionals rallying to Sacramento to show their support and offer their own testimony, a major factor in convincing committees. One company has answered Erik Trojian’s call every time and to add their voice to hearings both in the Assembly and in the Senate: Method and Ryan Williams’ (Method’s Good Cop) testimony was very compelling in passing the Senate Banking and Financial Institutions Committee yesterday.
In the photo: First row in light grey business suit A. Jared Huffman, far left Erik Trojian, B-Corp Policy Director, last row, third from right Adam Lowry, first from right, Marc Thibault. Click to enlarge.

So my hat off to you all at Method Home and thank you for stepping up and showing you are more than a branding genius.

Greening our lifestyle and activities can be a daunting enterprise, especially when we start with a strong will to go green, little time and a vague idea about what is the problem, what’s causing it and how to fix it. So the idea of providing consumers and businesses some indicators in the form of third-party ratings, labels and certifications about one product and/or organization environmental performance seemed at first a good one. That was until the stakes became to high. Continue Reading »

#10 – Greenwashing is now a familiar word. It can be described as a deceptive marketing tactic aimed at promoting a product or an organization based on unproven or unmerited environmental claims. In March 2009 TerraChoice revealed that “98% of products committed at least one of the sins of greenwashing”. Although the environmental consulting firm identified seven sins, we condensed them into three, which in our opinion are the most used and also represent the worst type of greenwashing. These practices are perversely dangerous, as they tend to add confusion and mistrust about green claims. Continue Reading »

Not surprisingly Green Age’s 2009 top 3 personalities have made the headlines for the right reasons. The months preceding Copenhagen have brought the spotlights on many individuals and organizations, but no one had been more expected than President Barack Obama. Some have been disappointed by his position, more by the lack of concrete results, and to sum up this year’s climate talk “We do not have the fair, ambitious and legally binding agreement that millions around the world hoped the world leaders gathered in Copenhagen would deliver. They are not done yet, and neither are we.” posts 350.org on their web site. As important this event was, let’s not forget there is a life outside climate change negotiations; organizations and individuals that have made a real difference in advancing the cause of a cleaner and a safer world, conservationists, scientists and activists alike have helped push environmental and health issues one (at least) step further. So without any delays, here is our top 3:

#3: The Climate Change Activists. Copenhagen and environmental talks could not have been the same without them, they are at the heart and soul of the contestation movement, and although they some times have made the headlines for the wrong reasons, it would be silly to ignore their roles in telling the world what was really happening in Copenhagen: tcktcktck, 350.org, avaaz.org, Union of Concerned Scientists and so many more that have rallied millions of people under the banner “A Fair, ambitious and bidding agreement now”. Keep the beat up, people! and so many more that have rallied millions of people under the banner “A Fair, ambitious and bidding agreement now”. Keep the beat up, people!

#2: Ken Cook, without a moment of hesitation is the environmentalist who, in our humble opinion, can contribute the most to environmental and health protective reforms. His non-profit, Environmental Working Group that he started with Richard Wiles in 1993, has raised to become one of the most respected voice in the green community through acute analyses. This year alone, EWG’s work in toxic chemicals in umbilical cord and many children products, school clening supplies, farm subsidies and water pollutions have helped change the conversation and speed the ban of some of the most harmful chemicals. He was also named ultimate green game changer by Huffington Post.

#1: And the winner is … President Barack Obama. We can’t think of anyone who has had more impact on the green and sustainable scene since Al Gore and the release of the Inconvenient Truth in 2006. President Obama did not wait long before pushing green initiatives. Even before taking office, he and his staff met with hundreds of NGOs, green and cleantech professionals. Immediately after moving to the White House, (and we’re going to cite our friends from Grist.com) “he appointed the greenest Cabinet ever, chock-full of top-notch scientists and long-time climate advocates. His administration has made massive green stimulus investments, set EPA moving forward to regulate CO2 and chemical policy reform, pushed green jobs, promoted eco-friendly retrofits, established new fuel-economy rules and efficiency standards, launched national retrofit programs, delayed mining and drilling permits, set new energy standards and goals for all federal departments, created a White House garden and farmers market, and oh so much more”. Unfortunately he has deliver more mountaintop-removal permits than his predecessor – although he plans to make it more constraining; we’re still waiting for him to take a position in regards to GMOs and conventional biofuels; and – but that is not very fair to charge him for this – he has not been able to impose (or convince) the Houses and the world of the necessity to adopt and implement drastic measures to curb the world’s CO2 emissions. But hey, in less than a year, he has done more than the last 3 presidents combined.

Jeffrey Hollender has made the decision to step aside as CEO of Seventh Generation, a company he grew to become one of the most iconic sustainable brands. He should be saluted not just for building a company of which social and environmental values have inspired many entrepreneurs but also for realizing what many entrepreneurs have failed to realize in time when the conjuncture of rapid growth and market switch call for a new set of skills. The newly appointed CEO, Chuck Maniscalco – a former Pepsico executive, will have the challenging task of growing the company from $150 million in annual sales to $1 billion in a market that should grow 873% over the next 5 years. But don’t think for a second Jeffrey Hollender will stop being the inspiration behind Seventh Generation conquest of the home natural products … he is still the Chief Inspired Protagonist after all. Continue Reading »

You can live without it but It is when you start using it that you realize how powerful and useful GreenHome is.

On the very top of the sustainable pyramid, we find the green gurus, they think green, they speak green, they live green days and nights. They were actually born green and see the world with a very acute green consciousness. After their green life on earth, they’ll probably ask to be buried naked under a tree.

A bit below, you’ll find the green movers: green entrepreneurs, green activists, green living people that are amongst the happiest that the world is turning green. They can be impatient, and not find themselves at the right place at the right time, but this is fine, they’ll keep pushing and moving things around until they feel they are making a positive difference. Their mantra is “failing is not an option”. They are convince of the urgency of the situation and will do a lot to improve it. Continue Reading »

Even when the obvious overrated environmental claims abuse the green ideologist inside of me, the pragmatist who meets the ideologist regularly found some benefits to what green experts Steve Ashkin and Scot Case call greenwashing and blame manufacturers and marketers for bringing confusion in the buyers mind, and a practice Joel Makower sees as – mainly – sloppy marketing (see previous post).
Continue Reading »