The challenge of take seventh generation bigger and more profitable. When the recession of 2009 Seventh Generation report some decrease in demand, since consumer where trying to save and no paying premium price for household product. Later they also face a big change the CEO and co-founder Jeffrey Hollander got fired. According to seventh generation corporation he was no longer meet the company best interest. Competitor ,in a time when people is more concerned about the environment seventh generation face a big completion, with brand like Clorox and making now production their own green line however this is even harder for companies like Clorox, since Seventh Generation with a come clean campaign knowing what ingredients you products make
