Urge Cleaning Product Company to Stay Cruelty-Free


Target: John Replogle, President and CEO of Seventh Generation cleaning product company

Goal: Support legislation that reduces product testing on animals and stand by your “cruelty-free” reputation

“Seventh Generation, Inc.” is a popular cleaning supply company that prides itself on its cruelty-free product line, which supposedly does not involve animal testing. However, recent campaign support suggests that Seventh Generation may not be as cruelty-free as it claims. Despite multiple requests from animal rights activists, Seventh Generation has adamantly refused to promote product testing reforms that would greatly reduce animal experimentation.

Animal welfare group PETA first noticed Seventh Generation’s conflicting behavior after the company began advocating its “Million Baby Crawl” campaign in 2009. The movement called for better chemical regulations in everyday products but also promoted lethal animal testing to ensure such safety. Recently, the company has declined to support legislation that would restrict animal testing to a last resort approach. Bizarrely, Seventh Generation claims such support would not be in line with its cruelty-free position, according to PETA accounts.

It is clear that Seventh Generation seeks to profit from its animal friendly reputation without actually demonstrating humane behavior. This barefaced deception is undeserving of the money and support it has received from countless conservationist consumers. Until Seventh Generation begins acting in accordance with its philosophies, buyers should boycott the company and consider its “cruelty-free” motto false advertising.

Sign the petition below to urge Seventh Generation’s president to stand by its cruelty-free stance. Tell him that mere words are insufficient when it comes to securing the safety of innocent animals.


Dear Mr. Replogle,

Seventh Generation’s failure to support reduced animal testing reforms is dishonest and contradictory. Your company prides itself on its “cruelty-free” product line but refuses to abide by its own philosophy. Rather than voicing your disapproval of increased animal experimentation, you have advocated the exact opposite with your “Million Baby Crawl” campaign in 2009 and again by declining to oppose reforms to the Toxic Substances Control Act.

According to PETA, the Million Baby Crawl campaign called for safer chemical usage in cleaning supplies but also promoted animal testing research. This is in direct opposition to your cruelty-free stance. Recently, animal rights activists have asked you to support changes to the Toxic Substances Control Act that would limit animal testing to a last resort approach. Shockingly, Seventh Generation representatives have declined, stating that such support would be incompatible with the company’s position.

“Cruelty-free” is not some trivial tagline one slaps on products to help them sell. It is a promise that a company’s products do not involve or endorse the suffering of innocent animals. For this reason, I urge you to support reforms to animal testing legislation and truly practice what you preach. Please, consider the welfare of these animals and advocate for their safety.


[Your Name Here]

Photo credit: Linda Bartlett (Photographer) via Wikimedia Commons

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One Comment

  1. Never trust this company. A bunch of hypocrits!!

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