There was a small environmental organization called Renew America which had an even smaller mail order catalog of energy conservation products. It was a good idea and a good catalog, but like many worthy endeavors, the money needed to help it grow and prosper just wasn't there. Rather than see it fade away, the people at Renew America asked some people they'd been working with in Burlington, Vermont if they'd simply take the catalog and run with it, no strings attached. The year was 1988 and within months Seventh Generation packed a new catalog with previously unheard of things like energy-saving light bulbs and devices, water conservation items, non-toxic cleaning products, and even bathroom tissue made from unbleached recycled paper. SEventh Generation also started selling it's products to natural food stores and coops until one day in 1995 they realized they had two growing businesses but only enough time and energy for one. So they sold 1 and were freed to devote blood, sweat, and tears to filling store shelves from coast to coast with household products that are safer for you and the environment.
A Name to Live By...
Seventh Generation is a name that embraces not only who the company is and what they stand for today, but their hopes for the future as well. The name was suggested in 1988 by a Native American employee. In looking for something that fit the new company, its catalog, and mission, she suggested the company draw its inspiration from the Gayaneshakgowa, the Great Law of Peace of the Hau de no sau nee, the Six Nations Iroquois Confederacy. Providing wisdom to its people and the inspiration for our own country's constitution, the Gayaneshakgowa says that "in our every deliberation we must consider the impact of decisions on the next seven generations." That idea embodied everything Seventh Generation believes: that the environment is only temporarily entrusted to us and our actions upon it will affect it well into the future. And so the name was chosen, a name that reflects not only the philosophy but dreams of restoring and protecting the earth for our children and all who will follow in our path.
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