Sustainability, Seventh Generation

The term seventh generation most frequently refers to an ecological sustainability idea stemming from traditional Iroquois law that stated: “In our every deliberation we must consider the impact of our decisions on the next seven generations.” This principle links concerns for cultural norms and current environmental practices with future generations. The law has become a popular maxim for some environmentalists. The phrase seventh generation has also been co-opted by business and corporate entities who use it to position their practices as green and moral as well as by many businesses and marketing entities that use it in direct marketing to sell products that may or may not be environmentally friendly.

The Iroquois Confederacy, or Haudenosaunee, also known as People of the Longhouse or the League of ...