Jeffrey Hollender of Seventh Generation on “Really Real Authentic” Business.

Via on Jan 19, 2009

Seventh Generation, the green cleaning products company out of Burlington Vermont, has long been one of my favorite companies? Why? Because it seems like their commitment to non-toxic products is comprehensive, thorough, unrelenting—it goes beyond “greenwashing” marketing tactics. So when Mr. Seventh Generation himself, Jeffrey Hollender, talks about how to maintain authenticity in one’s business and quotes my business hero Yvon Chouinard in doing so…well, I’m all ears.

Excerpt:

Has authenticity become just another artifact of our shiny, pre-fab world, where nearly everything we encounter is created for consumption? Patagonia founder Yvon Chouinard certainly thinks so. In his compelling book, Let My People Go Surfing , Chouinard recalls seeing someone wearing a sweatshirt with the word “authentic” emblazoned across the chest. “The fashion industry is so caught up with this idea of the ‘authentic,’” writes Chouinard, with characteristic brio, “that it has become another of those meaningless words.”

At a time when spin doctors are coaching brands on how to “make it real,” it sometimes seems like authenticity is at risk of becoming as fabricated as a fast-food chain. And yet, authenticity remains a core benchmark against which any company that seeks to “do good” must be judged…

…Check out Dr. Greene for the rest.

About Waylon Lewis

Waylon Lewis, founder of elephant magazine, now elephantjournal.com & host of Walk the Talk Show with Waylon Lewis, is a 1st generation American Buddhist “Dharma Brat." Voted #1 in U.S. on twitter for #green two years running, Changemaker & Eco Ambassador by Treehugger, Green Hero by Discovery’s Planet Green, Best (!) Shameless Self-Promoter at Westword's Web Awards, Prominent Buddhist by Shambhala Sun, & 100 Most Influential People in Health & Fitness 2011 by "Greatist", Waylon is a mediocre climber, lazy yogi, 365-day bicycle commuter & best friend to Redford (his rescue hound). His aim: to bring the good news re: "the mindful life" beyond the choir & to all those who didn't know they gave a care. elephantjournal.com | facebook.com/elephantjournal | twitter.com/elephantjournal | facebook.com/waylonhlewis | twitter.com/waylonlewis | Google+ For more: publisherelephantjournalcom

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2 Responses to “Jeffrey Hollender of Seventh Generation on “Really Real Authentic” Business.”

  1. [...] this: in an age that has built Apple, Whole Foods, American Apparel, Patagonia, Threadless, Seventh Gen, Method, New Belgium, Chipotle, Planet Green and Treehugger, Eileen Fisher, Gaiam…in an age [...]

  2. [...] are successful social entrepreneurs such as Ben Cohen of Ben & Jerry’s, Jeffrey Hollander of Seventh Generation and Priya Haji of World of Good. I really like this event as it brings a lot of good and [...]

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