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Why Green Cleaners haven't been able to capture the mainstream buyer

October 26, 2017

I have been following the green cleaning space for over six years and counting. And while there have been some fantastic acquisitions of brands like Burts Bees, 7th Generation, and Method; sales of green products have been anything but spectacular for the retailers carrying them. This circumstance puzzles the mind when it is compared to the state of other industries in which green or natural alternatives are having a huge impact, not only in terms of developing environmental awareness but also in terms of rises in stock prices and black ink to the bottom line.

Tesla hit a milestone by becoming the biggest car company in the United States by market cap. Organic foods have sustained double digit growth for the last three consecutive years.  2016 was a record year for renewable energy with over 20% of the worlds consumption coming from renewable sources. But when it comes to replacing the toxic, harmful chemicals that plague our kitchen sinks and bathrooms, green alternatives have barely made a dent, stagnating at just 3% of the US market.

Inevitably this leads us to ask why? Clearly we are aware that toxic chemicals are bad for us.  We know if our kids drink them it means a trip to the emergency room. We know pets are constantly at risk. We know that 11% of people develop allergies to the toxic chemicals that inhabit our homes.  Yet when it comes to green alternatives we seem to wheel right past them as we walk down the isles of our grocery markets and grab products we know are poisonous.



















Let me tell you why. We are unwilling to sacrifice. And to be quite frank with you, why should we! Organics foods offer consumers a high quality; pesticide or GMO free alternative to the food items we buy. They also taste better. Tesla offers beautifully designed high-end vehicles that outperform gas-driven cars on almost all fronts.  Renewable energy offers a cheaper alternative to dirty fossil fuels with none of the guilt that comes along with the knowledge that we may well be wreaking havoc on our planet. 


Green chemical alternatives offer nothing!!! They are almost universally more expensive than their toxic counterparts. For the most part they contain some toxic ingredients, just ask the "not so" Honest Company. Worst of all, THEY DON"T WORK!!!! Shouldn't these companies step up their game to provide us with alternatives that actually work, and will not poison us. Is 70% non toxic enough? Why do these companies expect us to settle for mediocrity? We haven't, which is why Tide and Windex continue to fly off the shelf. And now that the green market is becoming more of a niche, Company's have less incentive for development. The Industry is poised for a new leader. One that will not disappoint us with each spray of the bottle.


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