The Best Online Store Insights from the Founders of Seventh Generation

As consumers are increasingly aware of the impact their purchases have on the environment, brands like Seventh Generation stand out as leaders. Since its inception in 1988, Seventh Generation has been dedicated to creating cleaning and personal care products that are environmentally responsible and effective. The brand sets a stellar example for marketing and growing an online store while maintaining a commitment to sustainability.

Here’s How They Did It

Although it started with an online mail-order company, Seventh Generation quickly evolved into a sustainable, green brand. Interestingly, their simple packaging and eco-friendly materials were seen as a negative — at first. People assumed it would be more expensive or lower quality. Eco-products were considered progressive and inconvenient.

A Commitment to Transparency

One of the key elements that sets Seventh Generation apart in the green market is its commitment to transparency. Consumers today want to know what is in the products they use. Seventh Generation delivers by clearly listing all ingredients on their packaging and website. This transparency builds trust with consumers, who can make informed decisions that they are purchasing products that align with their values.

Educational Content and Resources

Education is a powerful tool in marketing, and Seventh Generation uses it effectively. They provide a wealth of educational content on their website, from blog posts about sustainable living to guides on understanding product labels. This not only positions them as an authority in the green industry but also empowers consumers to make informed choices in their daily lives.

Seventh Generation has expertly harnessed the power of digital platforms to reach and engage with its target audience. Their online store is user-friendly and informative, allowing customers to easily find products and learn more about their environmental impact. Additionally, their presence on social media platforms like Instagram, Facebook, and Twitter helps to foster a community of environmentally-conscious individuals. By sharing tips on sustainable living, updates about new products, and stories about their environmental initiatives, Seventh Generation keeps their audience engaged and informed.

Building a Community of Advocates

A significant part of Seventh Generation’s marketing success is its ability to build a community of advocates. The brand encourages consumers to join the “Nurture Nature” community, where they can share their own sustainability stories and connect with others who are passionate about the environment. This approach not only strengthens brand loyalty but also amplifies their message as satisfied customers become brand ambassadors who spread the word about Seventh Generation’s mission and products.

Seventh Generation understands the importance of partnerships in expanding their reach and impact. By collaborating with like-minded organizations and influencers, they effectively spread their message and introduce their products to new audiences. These partnerships help reinforce their brand identity as a leader in the green movement and showcase their commitment to making a positive impact on the world.

Sustainable Practices and Innovation

Lastly, Seventh Generation’s dedication to sustainable practices and constant innovation keeps them at the forefront of the green market. Their ongoing efforts to improve product formulations, reduce packaging waste, and achieve ambitious sustainability goals demonstrate their commitment to protecting the planet for future generations. This dedication resonates with consumers who are increasingly looking for brands that prioritize the environment.

The Best Online Store Insights from the Founders of Seventh Generation

Listening to Seventh Generation’s episode of How I Built this with Guy Raz, there were several insightful ideas from the founders that caught my attention. Two key concepts can push any online store to the next level.

Better Photos

Before Seventh Generation existed, Co-Founder Alan Newman ran the accounting and fulfillment side of a mail-order garden supply business. As he was finishing up his time with them, he started reaching out to other catalog-based businesses that he thought could benefit from the software and fulfillment system he had developed. One of these was a company that sold eco-friendly products. They were burnt out and told him they wanted him to buy the business. He said no —having no capital. Then, they told him he could just have the business, the name, product lines and everything.

So, in a rush, he decided to take it over and get out an August catalog before the holiday season. He didn’t have time to take new images, which he described as small and low quality. So, he resized the catalog from a standard size to a digest size, essentially half. So, even though the images stayed the same size, they looked larger on the page.

This focuses on two important things that affect online shopping.

First, the images are a huge part of the shopping process — especially when your customer will never see the product in person before they purchase it.

Second, you can make smaller (faster loading) images look more prominent in a layout by framing it differently. I often see websites where the pages preview a series products at a large size. And it kills page speed. A better layout would fix this issue allowing for smaller images without sacrificing design

Benefits over Features

For a group selling an eco-conscious product, they focused on the benefits over the features which were primarily that it was cost-saving. Essentially, the products saved consumers money with innovations like low-flow shower heads or recycled paper diapers. They didn’t sell the eco-side of the products at all from an emotional standpoint and they didn’t dwell on the features. Instead, they explained how the products would save the consumer money.

Later, when they changed to selling wholesale through retailers, they used the same tactic to get wholesale relationships. Essentially, they were able to prove that their lower-cost product would sell better in their store than a similar item while taking up the same square footage.

Listen to the Episode

This episode is a good listen for anyone looking to build a new, product-based brand.

Seventh Generation exemplifies how a commitment to transparency, community building, strategic partnerships, and educational content can drive the success of a green brand and online store. By staying true to their mission and continuously engaging with their audience, Seventh Generation not only grows their business but also inspires a movement towards a more sustainable future.

Additional Reading

• https://www.seventhgeneration.com/company