Jeffrey Hollender is Co-Founder and Executive Chair of Seventh Generation, the leader in green household products.

Jeffrey Hollender is Co-Founder and Executive Chair of Seventh Generation, the leader in green household products. He is also the author of Inspired Protagonist, the leading blog on corporate responsibility and a co-founder of the American Sustainable Business Council and theSustainability Institute.

Bill Breen is Seventh Generation's editorial director and a former senior projects editor at Fast Company magazine. They are the coauthors of the recently published book, The Responsibility Revolution: How the Next Generation of Companies Will Win (Jossey-Bass, 2010). Portions of this article have been adapted from the book.