Seventh Generation: Aspirations & Targets

Seventh Generation started a consumer revolution to nurture the health of the next seven generations thirty years ago.  Since then, the mission-driven company has introduced non-toxic cleaning and home care products to tens of millions of consumers. Today, the company continues to transform the industry through sustainability-driven innovation in ingredient transparency, circular packaging, and plant-based and chlorine-free products.

Pure Strategies’ partnership with Seventh Generation began in 2001. Our work together includes strategic advice, advancing product and supply chain sustainability, and tracking and reporting performance. Pure Strategies has also written the company’s award-winning corporate consciousness reports. When Seventh Generation looked to advance their mission, our team led the process to create the company’s 2020 sustainability aspirations and goals. 

To develop a framework for the company’s 2020 targets, Pure Strategies consulted with internal stakeholders and organized and led an interactive workshop with broad representation across the organization. These discussions uncovered key areas of passion and focus – leading to four aspirational pillars: Nurturing Nature, Transforming Commerce, Building Communities, and Enhancing Health. Working with Seventh Generation’s Corporate Consciousness team, Pure Strategies helped to build out an organizing structure and meaningful goals to support these aspirations.

The 2020 goals include quantitative targets to support each aspiration. The Nurture Nature aspiration, for example, includes the following goals:

• All energy derived from non-fossil fuel sources (Seventh Generation facilities, travel, commuting, Third Party Manufacturers and distribution)
• All consumer clothes washing in cold water
• 100% products and packaging biobased or post-consumer recycled content
• 100% products and packaging biodegradable or recyclable
• 100% agricultural products certified sustainable

Seventh Generation also developed a set of ambitious science-based climate targets that cover the company’s entire value chain and were approved by the Science-Based Targets Initiative, putting Seventh Generation among the leading companies globally setting aggressive goals to mitigate greenhouse gas (GHG) emissions. 

Pure Strategies helped Seventh Generation develop their science-based target and approach to meeting it.  Our team began this effort by completing an inventory of Scope 1, 2, and 3 GHG emissions for the base year – including everything from purchased materials and ingredients to packaging and consumer use. Then, we developed a custom tool to model a range of emissions scenarios and interventions through to the target year.  This tool was key in identifying the target scope, target year, and level of ambition because it provided a means to visualize the interaction of impacts and mitigation approaches that helped the business hone in on its approach.  With a draft target identified, Pure Strategies then developed an initial roadmap to achieve the target, which identified important improvement opportunities, timelines, and roles and responsibilities.

Seventh Generation is well on its way to meet it’s 2020 aspirations and goals.  Our team continues to support this work, including program implementation and progress tracking. Significant accomplishments across all four pillars of the program already include:

• 84% of products and packaging are bio-based or made from post-consumer recycled content
• 100% of boric acid use has been eliminated from all products
• 100% of ingredients in formulated products are disclosed
• 69% of suppliers are evaluated by the B Corp Quick Impact Assessment (QIA)

Martin Wolf, Seventh Generation’s Director of Sustainability & Authenticity notes, “Pure Strategies has been Seventh Generation's strategic sustainability partner for nearly two decades. We’ve collaborated successfully on product strategy, sustainability metrics and reporting, supply chain and product sustainability, and documentation and reporting of our aggressive chemicals management. Pure Strategies shares our passion for nurturing nature and protecting health. Their advice helps us ensure that our products will nurture our environment for the next seven generations.”