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Seventh Generation isn’t just about bringing you Natural 2X Concentrated Laundry Detergent that leaves clothes clean and free from toxic chemicals. They’re about social change and inspiring future generations of citizens to do the right thing. Their website is full of information on reducing pollution, conserving natural resources and how to make informed purchasing decisions that affect our planet. Their complete line of non-toxic household cleaning products are septic system safe, free of phosphates, hypo-allergenic, non-toxic, biodegradable, made of recycled materials, chlorine-free kosher-certified and not tested on animals. They even donate 10% of their profits to community organizations that are working toward positive change.

On the Natural 2X Concentrated Laundry Detergent website, one mom writes, “My six year son is allergic to some laundry detergents and the liquid soap works very well and doesn’t irritate his skin.” Another reviewer admits that the combo may not be for everyone, but she absolutely loves the lavender/eucalyptus fragrance. Another reviewer found the eucalyptus to be too much like Vicks Vaporub and says she wished they had just a “lavender” scent. Another reviewer says that this laundry detergent got her started living greener so her kids could have a better future.

In the world of consumer products, you can’t please everyone and Seventh Generation’s Natural 2X Concentrated Laundry Detergent is no exception. There are 11 unfavorable reviews of the product on Amazon (out of 41 total), with some consumers shocked to see sodium laurel sulfate in the ingredients list, which is a known toxin. One woman with eczema said her dermatologist told her to never use any product containing this ingredient. Another reviewer prefers Arm & Hammer and Citra Suds for stain removal and scent. A few people report getting a “tie-dyed” look with colored loads washed with the detergent. One reviewer comments, “It is easy to tell that sweaty clothes still smell… our dish towels look like they have never been washed… and dirt stays on the cuffs of trousers.”

Some people love the Seventh Generation Natural 2X Concentrated Laundry Detergent, yet some people feel its little more than marketing wizardry. Even so, it’s hard to go very far without reading something about “the innovative ideas” coming from Seventh Generation CEOs and idealists. They’ve created quite a community for themselves on Facebook, Twitter, Myspace, Youtube, LinkedIn and on their company website that is hard to dispute. If they want to carry the torch for a consumer conversion over to green cleaning, then they must be open and conscientious about what goes into their products and be sure their products pack a lot of punch.

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