Who Owns Seventh Generation?

Seventh Generation is a certified B Corporation with a B Impact Score of 100.6, nearly double the median score of 50.9 for ordinary businesses. The brand's scores across key categories include Environment (35.3), Workers (26.4), Community (19.4), Governance (15.5), and Customers (3.8). As one of the first B Corporations, Seventh Generation helped create the original B Corp standards.

The brand has achieved 100 percent non-fossil fuel sourced energy for its facilities, travel, commuting, third-party manufacturers, and distribution. However, the company has not yet achieved its goals of 100 percent consumer clothes washing in cold water or 100 percent of agricultural products certified as sustainable. Seventh Generation publicly acknowledges these gaps in its Corporate Consciousness Reports, demonstrating transparency about both successes and challenges.

Between 2023 and 2024, Seventh Generation protected 14,633 hectares of forest and implemented 131 hectares of restoration through tree plantings. These initiatives support community-based forest restoration, forest protection, and regenerative agriculture.

Seventh Generation has made progress on zero waste packaging goals, using recycled content packaging, biodegradable materials, and packaging redesign initiatives. The brand's packaging philosophy follows circular economy principles, designing packaging that can be reused, recycled, or composted.

The brand maintains full ingredient transparency, disclosing all ingredients on its product labels and website. Seventh Generation avoids harmful chemicals, prioritizes plant-based ingredients, and ensures that its products break down safely in the environment. The brand's active ingredients are reviewed against environmental and health safety standards.

Seventh Generation is a benefit corporation, meaning its social and environmental mission is legally embedded in its corporate structure. This legal structure protects the brand's mission through changes in ownership or leadership, including the 2016 Unilever acquisition.

The brand publishes annual Corporate Consciousness Reports detailing its environmental impact, social responsibility initiatives, and progress toward sustainability goals. These reports provide detailed metrics on carbon emissions, water usage, waste reduction, and supply chain practices.

Seventh Generation has been recognized as a "Best for the Environment" honoree by B Lab, acknowledging the brand's environmental performance. The brand's environmental score of 35.3 in the B Impact Assessment places it among the top-performing B Corporations for environmental stewardship.

The brand has received environmental leadership awards from organizations recognizing sustainable business practices, including recognition for its approaches to packaging sustainability, carbon footprint reduction, and sustainable ingredient sourcing.

Seventh Generation's Corporate Consciousness Reports have been acknowledged for their transparency and detailed reporting on environmental and social impact. The brand's commitment to measuring and publicly reporting its performance has established it as a leader in corporate transparency.

The brand's plant-based formulations, biodegradable packaging, and concentrated products have received product innovation awards in the sustainable consumer products category. These awards recognize the brand's ability to combine product effectiveness with environmental responsibility.

Seventh Generation is frequently cited in business publications and sustainability reports as an example of a successful mission-driven business. The brand's advocacy for sustainable business practices and environmental policies has earned recognition from business schools, sustainability organizations, and industry associations.

Seventh Generation has not been subject to major product safety recalls as of August 2026. The brand's products are regulated by the Consumer Product Safety Commission and the Environmental Protection Agency's Safer Choice program.

Greenwashing Scrutiny: As a prominent sustainable brand, Seventh Generation faces scrutiny regarding potential greenwashing. Environmental advocates and media organizations have questioned whether the brand's sustainability claims are fully substantiated, particularly regarding the environmental impact of its products and supply chain. The brand's transparency about unmet sustainability goals, including cold water washing adoption and sustainable agricultural certification, demonstrates honesty in reporting but also creates openings for critics.

Unilever Acquisition and Mission Integrity: Following the 2016 acquisition, Seventh Generation faced questions about maintaining its mission-driven approach within a large multinational corporation. Unilever also sells conventional chemical cleaning products through brands like Cif and Domestos, creating a potential conflict with Seventh Generation's plant-based positioning. The brand has worked to maintain its independence and sustainability leadership while leveraging Unilever's resources, though some consumers view the acquisition as compromising the brand's authenticity.

"Natural" Claims: The term "natural" is not federally regulated for cleaning products. Seventh Generation uses plant-based ingredients and avoids synthetic fragrances, dyes, and certain chemicals, but the brand's "natural" positioning relies on self-defined standards rather than regulatory definitions. This creates ambiguity for consumers trying to compare products on a level playing field.

Consumer Behavior Change Challenges: Seventh Generation's mission includes educating consumers about sustainable practices like cold water washing and reduced consumption. The brand has faced challenges in achieving measurable behavior change, highlighting the difficulty of influencing individual actions through product marketing. The company has not achieved its goal of 100 percent consumer clothes washing in cold water.

Competitive Pressure: As the sustainable products market has become more crowded, Seventh Generation faces increased competition from both established consumer product companies introducing sustainable lines and new direct-to-consumer sustainable brands. This competitive pressure creates challenges in maintaining market leadership while staying true to sustainability principles.