METHOD-PEOPLE AGAINST DIRTY Method's first "lab" was the kitchen of founders Eric Ryan and Adam Lowry, two friends whose goal was to evolve the household cleaner from a toxic object that hid under the sink to an all-natural, biodegradable, and stylish countertop accessory.

This video segment shows method through yet another lens, that of corporate social responsibility (CSR) and sustainability. Chemical engineer Adam Lowry outlines the chemical aspects of traditional cleaning products and describes how Method's products are healthier. As you watch the video, keep in mind the various marketing orientations you learned in Chapter 1.

Questions

1. Does Method have a societal marketing orientation, or is it just a marketoriented company that integrates a number of environmental practices into its operations? Explain.

2. How is Method practicing sustainability?

3. Discuss the changing social factors that have made it possible for Method to be so successful.