Generation Good: Enhancing a Mission and Growing Consumer Connections through Community
The team at Seventh Generation discovered a key insight about their consumers: New parents are entering into a phase of life that is affecting their body, social life, family life and identity. The team wanted to create a lifestyle destination for these like-minded consumers and embed Seventh Generation as the progressive parents' most trusted brand.
To build a relationship with progressive parents, Seventh Generation launched Generation Good with the purpose of connecting consumers for information exchange and action. Beyond promoting the mission of Seventh Generation, the team uses this owned channel to foster connections among members, develop a two-way relationship with valued customers and nurture potential users of the products.