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.
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…
hot on elephant
How I stopped Speed Dating my Passions & finally Committed. 236 shares New Moon in Scorpio: Only those who Believe in Magic will Find It. 7,073 shares She Smiles as she Cries: the Story of High-functioning Depression. 5,119 shares A Homemade Buddhist Ritual for Letting Go. 622 shares November Energy Forecast: Love & the Twin Flame magic of 11:11. 1,865 share 10 Things to Know about Dating a Scorpio (& Why they Love Sex). 605 shares Living with C-PTSD Following an Abusive Relationship. 3,012 shares Why we must Break to Heal. 1,045 share Why it’s Okay we Won’t ever have Sex. 327 shares To my Diego: 4 Poems by Frida Kahlo that Demonstrate the Exquisite Nature of Love. 657 shares