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What women really want in green products

What women really want in green products


Erin Switalski

May 24, 2011

For those who read the recent New York Times article about the fall in sales of green products, and in particular, green cleaners offered by companies such as Clorox and Arm & Hammer, I offer a silver lining.

Eco-capitalist Tom Szaky aptly speculated that the reason for Clorox’s fall, while independent green brands such as Seventh Generation and Method remained unaffected, was because Clorox appealed to “light green” consumers who don’t prioritize the environmental benefits of their cleaner. Meanwhile Seventh Generation and the like appeal to the “dark green” consumers who remain steadfast in their sustainability commitments.

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