SOURCE: Seventh Generation

Seventh Generation

June 17, 2011 12:12 ET

Seventh Generation Ranked Nation's #1 "Green" Brand

Consumers Recognize Company Efforts to Offer Value, Address Issues, and Create Sustainable Solutions

BURLINGTON, VT--(Marketwire - Jun 17, 2011) - New research finds that Seventh Generation, the nation's leading provider of non-toxic household products, is seen by consumers as the number one "green" brand in America.

The 2011 ImagePower Green Brands Survey by branding consultants Cohn & Wolfe, environmental strategists Esty Environmental Partners, branding design firm Landor Associates and research agency Penn Schoen Berland identifies emerging trends in consumer perceptions and purchasing behaviors related to products marketed with environmentally positive attributes. Researchers interviewed over 9,000 respondents in eight countries in the spring of 2011 and found that a majority of consumers believe Seventh Generation to be the country's leading corporate environmental performer. According to project analysts, this trust is the result of a combination of several crucial factors.

"When we analyzed the approach of the top ten brands, using our Esty Environmental Scorecard™, it was clear that the winners achieve a product-value-information trifecta," said Amy Longsworth, partner at Esty Environmental Partners. "The top brands offer clear price value through co-benefits: a great innovative product that meets my functional needs plus green attributes that meet my values' needs. These companies also tend to have robust life-cycle insight and complete sustainability strategies across their value chains, which enable them to draw from rich experience and data for their consumer communications." The new study, which has been conducted annually since 2006, also found that for the first time the top four brands named by consumers as the greenest are all "born green" companies that have always had environmental objectives at the core of their product and business models.

"This research confirms what we've always believed," said Seventh Generation CEO John Replogle. "That if you replace the marketing hype with clear, truthful, and heartfelt consumer communications; provide authentic products; and continually aspire to be a genuine force for good, people will respond positively. It's not about selling things. It's about standing for something bigger than yourself and staying true to that ideal."

Joining Seventh Generation on the list of the top greenest brands companies are Whole Foods, Tom's of Maine, Burt's Bees, Trader Joe's, the Walt Disney Company, S.C. Johnson, Dove, Apple, and Starbucks and Microsoft (which were tied for 10th). For more information on the new research visit:

Seventh Generation is committed to being the most trusted brand of household and personal-care products for your living home. Our products are healthy solutions for the air, surfaces, fabrics, pets and people within your home -- and for the community and environment outside of it. Seventh Generation also offers baby products that are safe for your children and the planet. The company derives its name from the Great Law of the Iroquois Confederacy that states, "In our every deliberation, we must consider the impact of our decisions on the next seven generations." Every time you use a Seventh Generation product you are making a difference by saving natural resources, reducing pollution, and making the world a better place for this and the next seven generations.

For information on Seventh Generation cleaning, paper, baby and feminine personal care products, to find store locations, and explore the company's website visit To read more about Seventh Generation's corporate responsibility, visit the company's Corporate Consciousness Report at:

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