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Case Code: BECG147
Case Length: 19 Pages 
Period: 1988- 2015    
Pub Date: 2017
Teaching Note: Available
Organization : Seventh Generation Inc.
Industry : Natural Household Products
Countries : U.S 
Themes: -  
Case Studies  
Business Strategy
Human Resource Management
IT and Systems
Leadership & Entrepreneurship

Seventh Generation – Going Beyond 'Green'?

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Since its inception, SG had striven to live up to its vision (Refer to Exhibit III for Vision of SG). Sustainability was at the very core of its business and the company believed in making the world a safer place for the existing and the next seven generations to come. SG tried to make a difference at every stage – from product development to production, purchase, and use to disposal. It offered a wide product line including home use products and baby care and feminine hygiene products....

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SG had set up a roadmap for its 2020 Goals (Refer to Exhibit VII for details) wherein the goals were linked to four aspirations that articulated the company’s vision to nurture nature, enhance health, transform commerce, and build communities. In 2015, SG announced its commitment to obtaining energy only from non-fossil fuel sources by 2020. It intended to have all of its plant-based products composed of 100 percent renewable materials. The company aimed to completely cease sending product and packaging-related plastic waste to landfills and incinerators, as well as reduce its greenhouse emissions by 80 percent. Replogle said, “Creating demand for these sources of energy today will create greater supply tomorrow, just as our demand for biobased ingredients a decade ago created an abundant supply today, decreasing our carbon footprint is mission-critical for Seventh Generation in caring for the next seven generations.”....


In September, 2016, SG announced that it had agreed to be taken over by Unilever. Replogle appeared very positive while concluding the deal. He emphasized on three points stating, “We’ll become a subsidiary, but a semi-independent subsidiary, of Unilever; we’re going to be Vermont-based and, it’s all about values.” ..


Exhibit I:Seventh Generation Inc's Mission
Exhibit II: Seventh Generation - Awards and Achievements
Exhibit III: Seventh Generation - Vision.
Exhibit IV:Seventh Generation – Products.
Exhibit V:Seventh Generation - Values and Operating Principles.
Exhibit VI:Seventh Generation – Product Scorecard
Exhibit VII:Seventh Generations Inc. 2020 Goals
Exhibit VIII:Natural Products Companies Acquired by Big Corporations