According to The Good Guide, Seventh Generation is a company that is very engaged with its local community, has an above average score on making use of its resources and has a lot of diversity in the workplace. Overall, they’re given an 8.3/10 rating by this surveyor of green, earth-conscious and natural household products. With no specific, certifying agency in charge of overseeing what constitutes “organic,” “natural” or “eco-friendly,” it can be difficult for consumers to separate the hype from the actually environmentally-sound. Currently, the review sites and impartial agents at The Good Guide are the best gauge we have for making wise purchasing decisions. Here’s a look at Seventh Generation’s latest offering: Natural 2X Concentrated Laundry Detergent.

The new Natural 2X Concentrated Laundry Detergent is said to be an improved version of their regular Natural detergent, using even less resources to make and lasting much longer. In June of 2009, New York Magazine squared off “goliath” Tide Laundry Detergent against “green” Seventh Generation Blue Eucalyptus & Lavender Natural Laundry Detergent. Critics paid $6.69 for a 16-load bottle of Tide, versus $6.99 for a 20-load bottle of Seventh Generation. They awarded Tide good marks for lasting scent, stain removal and towel fluffiness. They mentioned that Seventh Generation eliminated coffee, food stains and makeup “fairly well,” produced “adequate” towels and a “weak” lavender scent. Overall, they concluded that Seventh Generation gave consumers “more bang for the buck,” even though Tide had “superior cleaning power and scent.”

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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