Household Products | Case Study

Seventh Generation: Growing Consumer Connections Through Community

For more than 25 years, household and cleaning product company, Seventh Generation has specialized in creating plant-based products that are both safe and effective. As a socially responsible brand, they understood the need for a community in order to educate and rally like-minded consumers around the brand's mission.

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The Objective

Seventh Generation knew 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 brand wanted to create a lifestyle destination for these like-minded consumers and embed Seventh Generation as the progressive parents’ most trusted brand.

The Solution

A Destination for Relationship Marketing

Generation Good is an online community where parents and caregivers seeking advice about parenting and healthy living could get trusted guidance from peers, and from the Seventh Generation brand and partners. The lifestyle-focused community empowers members to take action on issues of importance to them. Beyond promoting its mission, the brand uses this owned channel to foster connections among members, spark brand advocacy with valued customers and nurture potential users of the products.

Enhancing a Mission and Growing Connection with Community Marketing

What Our Client Says

“What Generation Good does is takes awareness to a whole new level with engagement. The thing that surprised me the most has been how great the reaction has been. It has grown tremendously. We also thought it would be the most hardcore Seventh Generation brand users, but 60% of community members have never tried the Seventh Generation brand; they’re just looking for other people to connect with about the lifestyle – and that’s perfect. Working with Vesta has been very easy. We’ve had a great relationship with day-to-day contacts working through how to make the platform work best for what we’re trying to achieve. The communication and partnership have been great.”

Maureen Wolpert
Grassroots Marketing Manager