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If people paid the "Full cost" for their goods, says Jeffrey Hollender, founder of the Seventh Generation brand of natural household products, "Bad" products would be expensive and "Good" products would be cheap. "Today, it's just the other way around," the entrepreneur and author said in a talk today at Notre Dame's Mendoza College of Business. By "Bad products," Hollender was referring to those whose production involves polluting the air or water, exploiting labor, or some other unsustainable business practice. "Good products" would likely include those sold by Seventh Generation, whose name comes from an Iroquois law stating that decisions should consider the impact on the seventh generation to come.
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