The Making of Seventh Generation with Jeffrey Hollender

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Episode 228 of Purpose 360, “The Making of Seventh Generation with Jeffrey Hollender,” features one of the original pioneers of the purpose movement. Jeffrey Hollender, co-founder and former CEO of Seventh Generation, joins host Carol Cone to discuss the lessons behind building one of the most influential purpose-driven brands in business history and the story captured in his new book, Built for a Better World. Together, they explore the realities of scaling a mission-driven company, navigating investor and board relationships, preserving culture during rapid growth, and why transparency remains one of the most powerful tools for building trust. Purpose 360 is produced by TruStory FM.

Driving Purpose Before Purpose Was Popular

Long before ESG, stakeholder capitalism, or sustainable business became mainstream concepts, Jeffrey Hollender was working to convince consumers, investors, and retailers that business could serve a purpose beyond profit. His business was Seventh Generation, a company that helped define the green consumer products industry.

In this candid conversation, Jeffrey reflects on the challenges of building a mission-driven company in an era when most consumers had little awareness of environmental health, product safety, or corporate responsibility. He shares how education became a competitive advantage, why transparency built deep customer loyalty, and how purpose-driven businesses must often challenge industry norms before markets are ready to embrace change.

The discussion also examines the personal and organizational challenges that accompany success. Jeffrey offers rare insight into managing rapid growth, selecting mission-aligned investors, building employee ownership, and navigating the board dynamics that ultimately led to his removal from the company he founded.

At a time when many organizations are reevaluating their commitments to purpose, sustainability, and stakeholder engagement, Jeffrey argues that the future belongs to companies willing to adopt a more holistic view of impact—one rooted in transparency, accountability, and long-term responsibility.

Listen for Insights On

●      How Seventh Generation helped pioneer the purpose-driven business movement

●      Why education was critical to building the green consumer products industry

●      The concept of “negative externalities” and the true cost of products

●      Why radical transparency creates trust with employees and consumers

●      How employee ownership strengthens culture and long-term performance

●      The risks of rapid growth and protecting organizational values during scale

●      What founders should know before taking outside investment

●      How boards can either support or undermine mission-driven leadership

●      Why purpose-driven companies must focus on changing systems and not just products

●      What today's leaders are still getting wrong about purpose and sustainability

Before You Listen

Q: Why does purpose-driven business still matter today?

A: Jeffrey argues that many of today's environmental and social challenges stem from businesses failing to account for the broader impacts of their decisions. Companies often pass costs onto workers, communities, public health systems, and the environment without taking responsibility for those consequences. Purpose-driven businesses seek to address those impacts directly by integrating responsibility into how they operate rather than treating social impact as a separate initiative.

Q: What does “radical transparency” mean?

A: Radical transparency means openly sharing both successes and shortcomings. Jeffrey believes consumers, employees, and stakeholders deserve to understand how products are made, what impacts businesses create, and where companies still need to improve. While many organizations focus only on positive stories, he argues that honesty about challenges builds stronger trust and deeper loyalty over time.

Q: What lessons does Jeffrey share about investors and boards?

A: One of Jeffrey's strongest pieces of advice is to conduct as much due diligence on investors as you would on employees. He explains that many conflicts arise when founders and investors are not aligned on mission, values, or long-term goals. The conversation highlights how governance structures, board composition, and investor expectations can dramatically influence the future of a purpose-driven company.

Q: What are companies still getting wrong about purpose?

A: Jeffrey believes many organizations continue to compartmentalize purpose by focusing on isolated initiatives rather than taking a systems-level approach. He argues that purpose must be integrated across operations, supply chains, employee practices, governance, and product development. He also believes many companies still fall short on transparency, limiting their ability to build lasting trust with stakeholders.

About Jeffrey Hollender

Jeffrey Hollender is co-founder and former CEO of Seventh Generation, which he built into a leading natural product brand known for its authenticity, transparency, and progressive business practices. Seventh Generation was sold to Unilever in 2016 and Hollender remains on the Board of Directors. Hollender is also the founder and former CEO of Sustain Natural, which developed and marketed sustainable feminine care products for women.

In addition, he is an Adjunct Professor of sustainability and social entrepreneurship at the Stern Business School, New York University and a mentor as the Executive in Residence at Stern. Hollender also serves as a mentor to numerous small business and business school students through SKU and Unreasonable.

Hollender is also a former Board Chair of Greenpeace US; and the co-founder and former CEO of the American Sustainable Business Network, a coalition of business leaders committed to progressive public policy. In addition, he serves on the Boards of Vermont Businesses for Social Responsibility, Aquavitea, Vermont Cheese Products and the Sustainability Advisory Board at Morgan Stanley. He is the author of eight books, including most recently Built for a Better World: How Seventh Generation Pioneered a Movement That Changed the Purpose of Business.