Q1. What consumer trends does Seventh Generation
respond to most effectively?
Seventh Generation's marketing is based on consumer desires to purchase environmentally friendly products. As mentioned in the reading, the company is great at offering products that consumers want before they are even requested - Seventh Generation knows exactly what products their customers want. They are the dominant eco-friendly brand for most household cleaning products because of their excellent customer relations and superior goods.
Q2. Which consumer trends might it be missing?
While Seventh Generation offers excellent products, they do not offer budget products. More eco-friendly goods can often be more expensive to manufacture, however many consumers may not be able to afford Seventh Generation products on a regular basis despite wanting to do something good for the environment. I can speak for myself and say that I try to buy eco-friendly products as much as possible, but as a college student trying to save up money, it's hard to justify paying $2.97 compared to $0.99 for dish soap. Seventh Generation should either place more effort into providing affordable products, or into educating consumers on why it's worth paying the extra cost for eco-friendly goods.
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