What's in a name? Honest Company rejects WSJ report
The burden of companies diverging from the industrial economy is two-fold: the first is to create products outside of a take-make-waste model and the second is managing the responsibility of the new. The responsibility of the new uses the imagination of what could be as a new imagined future to build the company and sell the idea moving the company from outsider to upstart and upstart to market maker. Yesterday, the Wall Street Journal published an article based on a study it undertook to see if Jessica Alba's Honest Company was indeed that--WSJ's two independent labs found that a chemical that the Honest Company pledged it wouldn't use was found in their laundry detergent. The Honest Company on their blog denies they use the ingredient saying they use an alternative to it. Question is given the promise of the company and the new vision that the Honest Company is working towards are they held to higher standards than other companies not actively engaged in sustainability? And if they are, should a company like an Honest Co have a dialogue with the public educating them on the difficulties of transitioning from the industrial economy to the sustainable economy?
