Vermont-based Seventh Generation seeks to inspire a con- sumer revolution. Its nontoxic, eco-friendly cleaning and per- sonal care products have been so successful that corporate giant Unilever eagerly added it to its lineup of household products. Unilever is counting on Seventh Generation to deliver sustainability while making a profit. But how can this mission-driven company convince consumers that its products are worth their premium pricing? Seventh Generation is not exactly a household name. It's based on the Great Law of the Iroquois Confederacy, which states, "In our every deliberation, we must consider the impact of our decisions on the next seven generations." Embracing this wisdom, Seventh Generation aims to transform the world into a healthy, sustainable, and equitable place for the next seven generations. To achieve this goal, the company specifically pledges that 100 percent of the materials and ingredients in its products will be sustainable, bio-based, or recycled. It aims to replace 30 percent of palm kernel oil with bio-based oils. Further, it pledges to reduce greenhouse gas emissions by 50 percent and vows that no water will be contaminated during the life cycle of any of its products. These lofty goals, however, come at a price. Although Seventh Generation eco products are competitively priced, CEO Joey Bergstein admits that they carry a "small premium." Their pricing makes them about 10 percent more than lead- ing conventional brands. And that is the problem. Today's price-conscious consumers may balk at slightly higher prices even for clean, sustainable products." Rec- ognizing the challenge, CEO Joey Bergstein pledges to find a way to democratize the concept of sustainable cleaning products. This mission "should not just be about products for the wealthy."2 He recognizes that no clear path lies ahead to achieve these goals, but he knows "that it's imperative that we push forward to get there." Critical Thinking Why should consumers care about nontoxic and eco- friendly products? Are you willing to pay as much as 1 percent, 5 percent, or even 10 percent more for nontoxic, eco-friendly products? Why or why not? Why do you think report writing might be important to organizations such as Seventh Generation?