Two days ago, the Federal Acquisition Regulations Council released an interim rule on green procurement, requiring that the head of each agency ensure that 95 percent of new contract actions are for products and services that are energy efficient, water efficient, bio-based, environmentally preferable or non-ozone depleting, adhering to criteria set out by the Environmental Protection Agency and the Agriculture Department. The agencies also must aim to procure items that contain recycled content and are nontoxic.
Exceeding and defining industry standards – or even business standards in general – is one way that forward thinking companies will leverage their efforts from the existing guidelines and do more. Doing so will establish that they are not ‘toeing the line’ but rather ‘raising the bar’.
While this article was written in September in reference to the P&G challenge but it is even more timely now. Seventh Generation co-founder Jeffrey Hollender, was just fired on November 1st. Hollender was considered one of the top green business innovators. Either he is taking the fall for all the recent advertising issues but more likely it is because Seventh Generation is expanding to wider distribution and a broader market. These actions, along with the false advertising allegations, may dilute their brand even more.