Seventh Generation

The Challenge: Help Seventh Generation, the nation’s leading brand of non-toxic and environmentally safe household products, grow their brand in the digital world and empower consumers and activists.

The Solution: Launch a blog for thought-leader and CEO Jeffrey Hollender, implement a redesigned website and content management system to support the company's growth, and plant the seeds for an online community -- the Seventh Generation Nation.

Seventh Generation is the nation's leading brand of non-toxic and environmentally safe household products. When Seventh Generation was looking to launch a blog to further their fierce commitment to corporate social responsibility and transparency, they turned to Echo & Co. to guide them through the process.

After managing the technical and creative development and launch of the InspiredProtagonist.com in 2006, we continue to work closely with Seventh Generation's leadership team to guide and coach them through the process of building and maintaining an active and engaged community dialogue via the blog.

In the spring of 2007, Echo & Co. facilitated a two-day design charette with Seventh Generation executives and staff, as well as invited luminaries. The session enabled the team to begin defining how a for-profit, principled, consumer products systems company can leverage the internet and new media to further advance its corporate mission authentically.

Today, we are leading the company through the ideation, planning, and execution of a comprehensive online strategy that includes a new website and community engagement program. In addition to showcasing the company's wide range of healthy and safe household and personal care products, this new online community serves as the hub for a growing online community of customer evangelists and changemakers. The addition of a customer loyalty program, issue-based microsites, and a library of green resources will enable users to not only learn more about Seventh Generation products, but also to affect change at home and in their communities.

Seventh Generation’s new website and infrastructure launched in the first quarter of 2008, and the online community is growing rapidly: www.seventhgeneration.com

Awards: The company blog was recently a finalist for the Institute for Politics Democracy & The Internet’s Golden Dot Awards for Best Video Blog and the Blogger’s Choice Awards for Best Corporate Blog.

I see you like to read printed material. You should check out Nicco's book The End of Big: http://endofbig.com