It all started with niche companies like Seventh Generation and Method. A move to clean up the cleaners, as it were. To take the toxic chemicals out of cleaning products and replace them with natural surfactants that would do the job. Those entrepreneurial companies, and others, pioneered environmentally responsible cleaning products. Then something else started happening.
The mass market began to respond. Whether from altruistic reasons or a combination of environmental responsibility and financial opportunity, the effect has been remarkable. FYI: I blogged about Arm & Hammer’s Essentials and Clorox’s Green Works in past posts here at The Daily Fix. Now, another large player has entered the fray: privately-held S.C. Johnson, as reported in Media Post’s Marketing Daily recently.
It’s worth noting that S.C. Johnson is a focused, value-driven company. It is still owned by the Johnson family and they are committed to social and environmental responsibility at every level, even powering their plants with wind power and cogeneration turbines that run on natural gas and waste methane from a public landfill.
Take a look at the company’s policy (pdf) because it’s there for the world to see.
So when S.C. Johnson committed itself to rolling out a new line of cleaners dubbed Nature’s Source, you knew it had to be the real deal. The focus: products that really work, absolute transparency (read: full disclosure of ingredient information that exceed Federal guidelines), affordable. The company has also committed itself to ‘clean up’ its Windex and Glade brands as well, to ensure they also exceed Federal guidelines.
My point: it’s important to not only make statements, but to back them up with transparency, honesty and real values consumers can believe in; especially these days, when so many companies and institutions, it seems, have let us down.
It looks like the time is right for environmental cleaners on several levels:
- Consumers are more likely to think green cleaners can be efficacious without harsh chemicals.
- An SDA (Soap and Detergent Association) survey shows that 60% of Americans are doing more cleaning themselves rather than hiring professional cleaning services.
- Consumers are in DIY mode due to the weak economy. Current trends point to Americans’ increasing focus on self sufficiency. They’re purchasing generators, deep freezers and canning supplies and they’re planting large gardens.
- The SDA study revealed that 61% of consumers are looking for cleaners that are ‘less harmful to the environment’, up from 38% in SDA’s survey last year.
- The new mentality: practicality vs indulgence and getting back to basics.
Since these trends are likely to continue to grow, I started wondering about how many other companies out there, large or small, are pioneering new ideas.
Questions:
- Are you aware of any new companies or services that have sprung up in response to emerging consumer trends that I noted above?
- Are you aware of any well-known companies that have taken steps as S.C. Johnson has, over time, to become more environmentally conscious or socially aware?
- What would you like to see companies do in the way of changing their products or operations?
I’d love to hear from you.
Yes, I’m aware that the shelf space of green cleaners is growing. As I’m at the store choosing, I’m wondering if these new products (from the large mainstream manufacturers) really are safer for the environment or if they are just using branding elements from the true green products to make their own look safer?
That’s what I question, and why I end up with the pioneers such as Seventh Generation, because I trust that they have the environment as their number one priority. The others do not completely have that priority, otherwise they would eliminate their other harmful products from their product line.
However, I imagine many other consumers will feel more comfortable with a known company rather than a more obscure one.
Ted, Broad Air Conditioning of China is one to watch. The Climate group cites that, “BROAD avoids the mainstream electric air conditioning market and specializes in non-electric chillers using clean energy and natural refrigerant. Compared with conventional electric air conditioning, BROAD non-electric air conditioning is 200% more energy efficient, while its CO2 emissions are 4 times lower.”
I have seen them profiled in a Discovery Channel documentary on Chinese companies. They are a great case on innovative and environmentally responsible practices.
Emily,
You raise many valid concerns. Skepticism is natural.Many consumers are wary about the green claims made by chemical companies when they launch new environmentally responsible cleaners. With good reason. However, companies like SC Johnson and Clorox, for example, know that the future will belong to greener products. Just want to point out that SC Johnson as a manufacturer has made great strides in conserving energy and the environment and they have been pretty transparent about it. I do believe they’re serious about evolving as a company. For that reason, I believe their new products deserve consumer consideration.
It will be interesting to see whether a company like this dares to change its formulas in its high volume brands over time. Or whether they’ll leave them alone since they have many loyal consumers behind them. As you pointed out, Emily, consumers have many choices today: Seventh Generation, Method among them. And these brands have been firmly rooted in sustainability from the beginning and from top to bottom. Let’s just hope we can clean up the harsher chemicals over time so that we and our children can breathe easier.
Thanks for weighing in, Emily. You spoke for a great number of consumers today.
Hi Paul,
Thanks for sharing this information with DF readers. It’s terrific. As you point out, a shift in our thinking is helping manufacturers create many innovative and exciting new consumer products in many categories. Not just cleaners.
DF readers: are you aware of any other new consumer products you’d like us to know about? Please let us know.
I don’t have a specific company to recommend but need a specific product. I am the marketing director for Wildwood CACFP, part of our mission is to train child care providers in areas of nutrition and food safety.
Chlorine Bleach is the ONLY product approved for use by child care providers in our Universal Precautions Training (Preventing the spread of infectious disease)- So far no green products are available that can match the effectivness of Chlorine Bleach. 7th Gen bleach is Hydrogen based, when I contacted their product development department I was told it has not been compared to chlorine based bleach and the testing is too expensive. Shaklee’s closest product is the closest but does not kill TB – which is on an upswing in the U.S. Both products lead the consumer to believe they are just as effective.
The misrepresentation of these products can lead to a disaster. (Last year in Denver a child died of e-coli poisoning from improper sanitization at an unlicensed home)
Any help on finding a producdt that provides the same results as chlorine bleach without the toxicity would be great.
You’ve added an important dimension to this conversation, Debbie. One I hadn’t brought up. There is a place for some chemicals–including bleach–because of the need to kill harmful agents like e coli. In fact, Clorox has launched a new site http://www.factsaboutbleach.com/ to educate consumers about these issues.
I am not aware of any natural product as efficacious as bleach to kill TB. Perhaps some of our readers are. Please feel free to answer Debbie’s inquiry if you have information for her on this, DF readers.
Thanks, Debbie, for adding balance to this discussion. Much appreciated.
Debbie,
As far as natural products are concerned, tea tree oil is antiseptic, germicidal, antibacterial and acts as an effective fungicide, as well. While personal care products are available in this country, cleaning products are still not imported into the U.S. as far as I know. In Australia, where a great deal of tea tree oil is sourced, TT cleaning products are staples. You might want to research this by contacting some tea tree oil companies like Thursday Plantation to find out whether stronger extracts of pure tea tree oil might be used for the applications you’re interested in. Since much of the oil is diluted for personal use, I question whether they’re strong enough, but they just might be. I’m a firm believer in the product. I use TT mouthwash since it doesn’t contain alcohol (a carcinogen) like commercial products do, for example. Love the soap. It kills bacteria, prohibits acne and blackheads even on sensitive skin. Great for kids with athelete’s foot or for women who experience candida outbreaks, etc.
Good luck, Debbie. I sincerely hope this helps you.
I agree with what you are saying above. Another thing that is good about natural cleaners is they are healthier to use inside. I do not understand why people would want to use toxic chemicals.
Most people care about their own health and the health of their family and pets.
Thanks to everybody for adding more dimensions to this conversation.
Agreed, Neil, wherever possible using non-toxic cleaners make the air inside our homes safer and might cut down on allergies and even asthma problems. There is a need for cleaners like bleach as Debbie pointed out, as well. We have to balance our need for a clean home environment with less toxicity but we also need to eradicate dangerous bacteria, as well. Consumers can make wise choices when they educate themselves about their options.
My think that green = health in many cases.
For extreme cases, think of toxic chemicals that have found there way into products or food. The same thing but smaller amounts of toxins over a longer period of time happen with toxic cleaners and the like.
It sort of like smoking: few people get a life threatening illness from their first cigarette. It is years and years of smoking that usually hurt.
Same with toxins, unless the amount is large as we have seen in extreme cases…
I don’t disagree with you for the most part, Neil. But take the time to read Debbie Teter’s comments above because she makes some excellent points that we ought to take into account, as well.
As always, I appreciate your insights, Neil.
Yes, I agree there is a place for bleach in places where there could be pathogens.
I was not been aware of the strides put forth by S.C. Johnson to be green both in the way they operate their business but to also to the environment as well. That is quite a feat, Kudos to them. I guess it makes sense that they would introduce a line of green cleaners.
I heard that the Mary Kay corporation was trying to be ‘greener’/ http://www.greenerideal.com/business/mary-kay-cosmetics-launches-pink-going-green/
Software Dr.,
Thanks for sending us information on Mary Kay’s move to become a greener company. Many mainstream businesses in numerous industries are doing this. It makes sense on many levels, doesn’t it? As some DF readers have pointed out, consumers are somewhat skeptical about “green” claims some companies make. That makes it imperative for them to be transparent and scrupulously honest about everything they’re doing. Otherwise, the push-back will be enormous. Trust is important here.
Thanks for adding your thoughts to this post. I appreciate it.