Tom’s of Maine shows the way for Fun Green Start-Up!

Posted on Jul 07, 2011

Posted by Sarah Finnie Robinson, Social Programming Director, Practically Green

I’ve been a Tom’s of Maine devotee for decades. By lucky coincidence, I knew Tom and Kate Chappell early on, when their adorable kids were little and the company was likewise small and young.

My favorite Tom’s product in those days? The apple shampoo! Now? It’s a tie between  Wicked Fresh toothpaste and the Honeysuckle Rose deodorant.

Today I work for another small young company that’s growing strong: Practically Green. We’re all about helping people take smart healthy steps in their daily lives – steps like Switch to all-natural toothpaste or Switch to all-natural dental floss. Check out all of our “Green Teeth” actions. (You’ll see that a whopping 73% of Practically Green’s users actually do Turn off the faucets while brushing teeth!)

There are 460+ actions in our database and we add more all the time. Choose safe seafood is the latest as I write this. Each action has digestible facts on why it’s green and how to do it – all written in a friendly style… we promise: NO lectures!

Start by taking the “How Green Am I?” Quiz, receive a ranking -- from 1, Barely Green, up through 9, Wicked Green, to 10, Superbly Green. Based on your answers to questions about energy usage, recycling, driving habits, etc., receive a personalized dashboard with suggested next steps.

Compost kitchen food waste? Turn off the lights when you leave a room? Switch to a reusable water bottle? Our dashboard serves as one place to keep track of it all!

You can check off actions and earn badges to boost your point score, and you can connect the experience to Facebook – share your tips and accomplishments with your friends, and see what they’re doing – from Make your own sparkling water to Provide 10 hours of service to a sustainability initiative (we noticed that Tom’s employees like to do this one!) to Add insulation to your basement. Each action has points attached that tell you how impactful it is, and why; as well as recommended products that our community submits for approval.

I remember the excitement at Tom’s of Maine when Kate and Tom were just starting out – they were passionate and determined: deep down they knew they were making the world a better place, and with products that people would embrace. I remember how valuable the customer feedback was in those early days… they replied to each and every comment that came in.

I think it’s fabulous that Tom’s of Maine has held onto that caring, competent vibe – and not surprising: when well-intentioned companies with fantastic products actually listen to their customers, they’re bound to succeed.

So, we all hope you’ll try Practically Green and let us know what you think of it! Join us on Facebook and Twitter @practicallygrn.