Seventh Generation is a leading line of natural, nontoxic household products. The brand name was drawn from the Iroquois saying, “In our every deliberation, we must consider the impact of our decisions on the next seven generations.” Seventh Generation has won numerous awards for socially responsible, progressive business practices. Adhering to a model of environmental consciousness, the company aims to save natural resources, reduce pollution, and keep toxic chemicals out of the natural world. Based in Burlington, Vermont, Seventh Generation donates 10 percent of profits to nonprofit environmental, community, and health organizations.

Environmental activist Alan Newman, who founded Seventh Generation in 1988, had lofty goals. The company's first catalog touted “Products for a Healthy Planet.” New York businessman Jeffrey Hollender met Newman while researching his first ...