Our group researched in the blogosphere to see what people were saying about the company and we found that bloggers were typically positive about Burt’s Bees products. However there were some negative comments about the company being bought by Clorox. According to The New York Times, Clorox does not have the best reputation with environmentalists, who say that bleach is harmful to the environment.

Customers of Burt’s Bees worried that the company was selling out and would lose their signature earth friendly practices by being bought by a corporation.

Burt’s Bees did a good job of squashing these worries by showing that they would stay true to their values. Burt’s Bees blog addressed this issue in a post entitled, “Is Clorox changing Burt’s Bees Products?” that said just because Clorox bought the company, it did not mean they would change.

Burt’s Bees also focused their website on their values of corporate social responsibility and being environmentally conscious. They have a presence on Facebook where you can watch videos about different environmental issues. Burt’s Bees is actively involved with Habitat for Humanity and many other initiatives. Check out this video they created with the co-founder of the company, Burt Shavitz about Colony Collapse Disorder (which results in the death of bees).

Burt’s Bees does a good job of showing that their motives for environmental sustainability are still pure, even though they were bought out by a corporation. Proving you will stay authentic to your brand is key when a company changes hands, otherwise you could lose the original supporters that made you so successful in the first place.