By Waylon Lewis

on Feb 4, 2009

Pioneering Natural Cleaning to the Masses: Clorox? Or Method?

Greenwashing Alert? 

Despite recent reports, it seems clear to us that Method (not to mention Seventh Generation) and not Clorox’s Green Works, which debuted last year, pioneered the offering of many green, effective cleaning products to the masses.

Why should we care about this green arms & hammer race? Because the tough work, the trailblazing, is done by the first company to expand a market. And when that expansion is in the name of ‘Green,’ I for one prefer that due credit be applied with respect for the facts.

Via a colleague over at Method:

“Hi Waylon,

… I know you have a standing relationship with several of my colleagues here at Method. I hope this finds you well.

I’m writing to address an Associated Press story about Clorox Greenworks that ran on Sunday, January 10, and has been syndicated in a number of news outlets…several factual errors that were printed, including a quote by Clorox CEO Don Knauss stating that this week, Clorox Greenworks is launching the “first all-natural wipe on the market.”

Unfortunately, the reporter did not contact us while writing her story. She would have learned that Method launched natural cleaning wipes made from 100% bamboo in the mass market in April 2008.

The article…implied that before Clorox launched the Greenworks line, natural products were only available at specialty stores. Method natural wipes are sold nationwide in every area of the mass market, including Whole Foods, Target, Lowe’s, Bed Bath & Beyond, and Amazon.com, as well as internationally.

Method has been the leading innovator in healthy home care solutions since 2001. While we are excited to see continued growth in the space and welcome the attention that the Clorox Greenworks brand brings to green cleaners, we are concerned about false or misleading claims confusing consumers. 

Greenwashing is at an all-time high, and we at Method encourage consumers to educate themselves and to examine all aspects of a company, from where they source their materials to their entire range of products, as well as their corporate practices. In turn, we expect companies to practice transparency and honesty in their messaging.

A green product should go beyond being ‘natural’ to being non-toxic, made with renewable energy, responsibly sourced, and packaged using recycled content.

We believe it’s of equal importance for a company to have an authentic mission of sustainability as it is to make an earth-friendly product.

Below is a link to the syndicated article:
http://www.sfgate.com/cgi-bin/article.cgi?f=/n/a/2009/01/11/financial/f151308S12.DTL&feed=rss.news

For the record, elephantjournaldotcom welcomes a fact-based reply via the good folks at Clorox, and will be happy to give equal press to such reply. I do not, however, anticipate one. (Prove me wrong, Clorox). 

Founder of elephant magazine (founded: 2002, went national as indie magazine, & successfully transitioned online in 2009 [because mainstream magazine distribution is wildly inefficient from an eco-responsible point of view]) is dedicated to "bringing together those working (and playing) to create enlightened society." It's about anything that helps us to live a good life that's also good for others, and our planet. elephantjournal.com (named Top 10 in the US by over 40 sites) and host of "Walk the Talk Show with Waylon Lewis," a national “top ten ‘green’ video blog," Waylon was born in Boulder, Colorado, raised at a Buddhist meditation retreat in Vermont, graduated from Boston University’s top-ranked magazine journalism school; and is a top columnist for Huffington Post, daily bike commuter, workaholic, mediocre climber & best friend of Redford (a rescue hound). His goals in life: to take a long bath tonight with Dwell, The Sunday NY Times, The New Yorker & a glass of Talisker with one ice cube; publish a best-selling novel (and get filthy rich); have 12 red-headed chil'n (and only one wife); run for President (and lose) & have fun all along the way. ~~~ founder: elephantjournal.com | host: Walk the Talk Show with Waylon Lewis. Ft. on 20 sites, incl. Huffington Post. ~ 200,000 unique visitors/month: Google Analytics. ~ Treehugger: Reader's Choice "Eco Ambassador in Culture & Celebrity" + 2010 "Changemaker" ~ Discovery Network's Planet Green: "Green Hero" ~ Shambhala Sun: "Prominent Buddhist" ~ Naturally Boulder: "'07 Entrepreneur of Year" ~ 5280 Magazine: "Top Single '09" ~ MNN: Top 10 US Green Video Blog ~ Beliefnet: Top 10 Buddhist Blog ~ Shorty Awards: #1 Green Twitter in US ~~~ To connect: "elephantjournal on Facebook" "Waylon Lewis on Facebook" & "Walk the Talk Show with Waylon Lewis" on Facebook On twitter: twitter.com/waylonlewis and our award-winning twitter account, named #1 nationally in green: twitter.com/elephantjournal