Jan 06 2010
The 10 changing moments of 2009: #10 Greenwashing, mother of all green marketing sins.
#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 »
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. 