Chapter 8 Case: Marketing Sustainability: Seventh Generation Creating a Green Household Consumer Product

Learning Objectives

1. Understand how a coherent and consistent commitment to sustainability in the company’s marketing mix—product, promotion, place, and price—enabled Seventh Generation to differentiate itself in a highly competitive industry.
2. Explain how sustainable marketing differs from traditional marketing as reflected in Seventh Generation’s experience.
3. Describe the difficulties that large incumbent firms in traditional industries have in selling sustainable (“green”) products.
4. Understand the key challenges and opportunities in sustainable marketing for small and large firms.