While reading this article I found it really interesting how federal regulations govern toxic subatances. A campaign called the Million Baby Crawl was developed by the Seventh Generation which is the manufacturer of green household cleaning products. This campaign was set up through a series of advertisements, YouTube videos and in-person promotions where Seventh Generation wants its supporters to post messages attached to something they call a virtual "crawler" which will be seen on their web-site. These messages are there to help show representatives in Congress the new legislation that would end up amending the Toxic Substance Control Act of 1976.
This new legislation "allows the Environmental Protection Agency to test for safety and restrict the more than 80,000 chemicals used in product manufacturing." This sounds like a very good idea however since the first law was enacted only 200 chemicals have been tested and of those 200, only five have actually been removed from the market. Not only will this campaign help Seventh Generation in the household cleaning product market, it is helping them against their huge competition, Clorox and SC Johnson. They use to have a big hand in the market but now that greener products are being seen more and more on the grocery store shelves, Seventh Generation is having a much more difficult time differentiating themselves from its competition. With this "openly championing legislation, it enables Seventh Generation to show core green consumers what the difference between a green company and a company that sells green products." If this campaign pays off in the end, it will be a big step forward for the company and will help move it up in the competition.
No comments:
Post a Comment