We did a lot of consumer research at the time that they [Seventh Generation] wanted to expand their market beyond the hardcore “green people” to consumers who appreciated higher quality products. It was really interesting because at some point sustainable attributes became part of higher quality–”fresh” is a symbol, a signifier of higher quality. What we were studying was higher quality in the marketplace and how people read higher quality and then companies would take that and then help in their innovation and advertising, marketing, branding process.
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