Yet its products also cost more, which offers a significant challenge in a recessionary economy. Many consumer product companies are touting their downmarket brands, even as Seventh Generation introduces a 4x concentrated laundry detergent that costs significantly more. The new derivation avoids all volatile organic compounds and relies on enzymes to get clothes clean. That may be appealing to some consumers, but can they afford to pay for expensive enzymes included in every load of laundry?