A Method Against the Madness

There was a time, not even that long ago, when one could go to a local big box store and choose from hundreds of identical cleaning products. You might as well just close your eyes and grab, because from one product to the next, they were largely the same. However, not one of these products could make its users feel less dirty. The harsh chemical compounds and overwhelming synthetic aromas oftentimes made people feel more sick than clean. In fact, many household cleaners use chemicals that are regulated in the workplace but remain unlabeled and unregulated when used in household cleaners. A former Senior Advisor in the United States Department of Health and Human Services explains that, "There are lots of agents we use in our households all the time-deodorants, cleaning compounds-that contain materials that are considered toxic by the government."

Then came Method. Method is a cool, little (though not so little anymore) company against dirty started in the late 90's by Adam Lowry and Eric Ryan, two high school buddies turned roommates. Instead if jumping on the popular dot.com bandwagon, this chemical engineer (Lowry) and graphic designer (Ryan) duo paired up to create cleaning products. Not just any cleaning product. Cleaning products that were effective, while at the same time being non-toxic (to people, pets, and the environment) and aesthetically pleasing. Method's ultimate goal is to "evolve the household cleaner from a toxic object that hid under the sink to an all-natural, biodegradable, and stylish counter-top accessory." Adam and Eric started, like many small businesses do, with a vision and an apartment, manufacturing their product out of their home in San Francisco. They did it all from filling bottles to acting as models until more sophisticated accommodations could be established. Method began differentiating their products by creating a safe and effective solution to harsh chemical cleaners using both scents and packaging as incentives to buy. Whiffs of mango mint, green tea and aloe, and cool cucumber seep out of cutting edge packaging designed by the one and only Karim Rashid, an industrial designer who touts past clients such as Armani and Prada.

Although Method has doubled its sales every year since 2001 and can be found in thousands of stores across the country, they like to maintain a small business feel. Lowry and Ryan want to keep a low profile; they avoid heavy mainstream advertising and believe in letting the products sell themselves. Which they do quite well. The marketing that Method does do just happens to be award winning, which probably doesn't hurt their super cool image. In order to capture audiences with their disruptive brand, Method markets cleaning as an enjoyable act to "progressive domestics," people who appreciate their homes, cleaning, and good design. And Ryan sees good design as a must. He says that the problem with most products is that, "Consumer work often kills great design before it gets to the marketplace, and big companies are so process driven, which tends to work against great design." In an effort not to succumb to the darker side of product design, Method models themselves after companies like Apple, "where you have an individual like Steve Jobs who can push and take risks without it hurting them."

A large part of Method's success is based on the simple principle of doing what's right. They do right by the environment, their customers, and themselves, staying true to their original goals and keeping it all in perspective. People feel good about doing the right thing; they feel good when their house is clean. They also feel good when their kid swallows a cup of kitchen cleaner and doesn't even have to be rushed off to the emergency room (though this is, of course, not a recommended activity). Method has created more than just a stylish line of comforting cleaning products; they've created an affordable way for everyday consumers to embrace their personal values. Eric and Adam hope that their customers are as excited as they are about the fight against dirty, they even have a People Against Dirty club that encourages happy customers to spread the Method truths across the land. People Against Dirty also offers a mailing update for new products or breaking news from this enthusiastic enterprise.

If you like what Method has to offer, you should also check out Seventh Generation, an 18-year-old green clean company that provides tips on organizing and eliminating toxic cleaners in your home in addition to supplying a complete line of eco-aware home use products. Seventh Generation's sustainable business vision starts with their name, derived from the Great Law of the Iroquois that says, "In our everyday deliberation, we must consider the impact of our decisions on the next seven generations." For the wannabe scientists out there the Seventh Generation website features do-it-yourself cleaning solvent recipes and gives instructions on everything from how to clean your oven to eliminating your pet's fleas using all-natural ingredients. You can also check out Naturally Clean, a green clean guide written by Seventh Generation President, Jeffrey Hollender. If you're worried that cleaning green means extra work, fear not. Hollender promises that the book "isn't about sacrifices. It's not about making do with things that don't work, settling for arrangements that don't satisfy, or denying your family the comforts and convenience they want and deserve." This is definitely a solution-oriented read, offering tips that can help keep your kitchen healthy, your bathroom mildew free, and your kid's room safe. It also includes a guide to help you understand what chemicals household cleaners contain, and to learn the difference between natural, organic, and synthetic chemicals.

Seventh Generation is an interesting company, because while they want you to use their products; they don't want to turn you into an over-dependent Seventh Gen robot. They see themselves as the starting point, giving people the information and direction they need to build their own sustainable future. Even their corporate enterprises reflect the desire for independence. Employees are encouraged to speak their minds, offer ideas, and have fun while doing it without the fear of losing a job or being chastised by a boss. And the people who use Seventh Generation products know themselves well and are comfortable in their own skin. They believe in a higher good, and understand that making the world safe doesn't have to mean making it more serious. There's even a section, aptly titled "Love Letters" on their website that offers joyous testimonials from customers all over the country. Like Method, Seventh Generation also offers a newsletter letting customers know about their new products and environmental ventures. In short, we like Seventh Generation because they aren't trying to guilt trip anybody into being a "better person," they're just letting you know they'll be there when you're ready.

While Method and Seventh Generation share the same belief that people want effective products that also make them feel good, there are some differences between the two companies. Method seems more approachable to a mainstream audience. They have interesting packaging and a fun attitude that says, "You can't resist us." On the other hand, Seventh Generation is tailored to a more specific, consciously minded audience who already know what they want. They're focused on creating a sustainable lifestyle by offering more in the educational and do it yourself departments, they come across equally as a product-based company and a resource for better living. The difference in attitude and execution between these two companies could be, in part, due to the difference in age and experience. Seventh Generation has 18 years invested in the industry, as compared to Method's seven years.
http://www.methodhome.com