Five or six years ago, the expectations about transparency were somewhat more relaxed than they are today. Perhaps we hoped that by the time 1,4-dioxane became a public issue, we would have found a way to completely vanquish it (exactly the wrong approach). But dioxane endured, and in the rush to confront an unceasing array of new challenges and opportunities, we never took a hard look at whether to publicly discuss the problem. In a sense, our dioxane dilemma got “grandfathered in” under a new set of transparency rules. Predictably and painfully, it was soon revealed to the outside world. The breathless headlines quickly followed.
Many of us at Seventh Generation had spent our careers working to avoid just such an experience. But viewed another way, dioxane presented us with a rather extreme opportunity to absorb the new rules about transparency.
— Jeffrey Hollender and Bill Breen
Excerpted with permission of the publisher Jossey-Bass, a Wiley imprint, from The Responsibility Revolution: How the Next Generation of Businesses Will Win. Copyright (c) 2010 by Jeffrey Hollender and Bill Breen.