Consumers are becoming more informed about the chemicals in their household products. They are continually searching for plant-based, natural, sustainable, or biodegradable raw materials. Industry leaders such as SC Johnson, J&J, Procter & Gamble, and Clorox, have responded by providing more information on their ingredients and increasing the amount of bio-based ingredients in their products.
Major retailers have made it easier for casual consumers to switch to ‘clean’ products by having their own certification programs. Whole Foods, known for their natural and organic selections, have a banned list of 70+ ingredients for their household products.[1] Target has started labeling products “Target Clean” both online and in-stores based on their screened ingredient list.[2] These programs by industry leaders and large retailers have created new norms of transparency in home care by making chemical ingredient knowledge more accessible to the general public.
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