Clorox Company Case Study

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Many companies are increasingly attempting to show their environmental activism, by aligning themselves with good causes, and making their products more eco-friendly. The Clorox Company, known for its not so eco-friendly products, such as bleach, pine-sol, and formula 409. With more and more companies being criticized for their not environmental friendly products, the Clorox Company, decided to launch a line of eco-friendly products called Greenworks. The product contains 95 percent natural plant and mineral biodegradable cleaning ingredients. The packaging is recyclable, and products are not tested on animals (Moriarty, Mitchell, Wells). Since launching the Greenworks product sales soared then fell. The company received a variety of criticism, …show more content…

I believe if the Clorox Company was attempting to improve the environment they wouldn’t still sell other products that are highly toxic and not eco-friendly. This sends a message to consumers that are often the opposite of those intended. The Clorox Company launched Greenworks not because the important effects it would have on the environment and the health of people, but because the demand by people for more eco-friendly products were high. I feel this is why the sales behind Greenworks increased, because consumers wanted more eco-friendly products because of the mainstream environmental movement was cultural relevant at the time. With the environmental movement in rapid decline in terms of cultural relevance, it’s a lack in consumers demand and I believe this is why Greenworks sales are plummeting. I also feel the Clorox Company launched the Greenworks product line to create the social responsibility that their new products would be good for the environment, and that their company was going “green”. I feel just because the Clorox Company launched Greenworks as a new product that is eco-friendly does not convince anyone of a sense of corporate social responsibility when, in the same breath, the Clorox Company still sells other highly toxic and not eco-friendly

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