People are interested in the environment but different age groups connect with different messages, and want those messages delivered in different ways.

The difficulty in having an environmental product and message at the same time, is that you are trying to sell and educate simultaneously, and that can not only dull the effectiveness of your message, but also arouse defenses about whether or not your customer can trust you. This is of particular issue among the Generation X crowd, who are skeptical by nature and tend to be the most untrusting of marketing messaging. They do however look for products that they believe to be a prudent investment, and is believed to hold value longer, sort of the edgy but enduring theme. Boomers want products of the highest quality, and are concerned about health and safety. They are looking for products that are both timely and timeless. Generation Y is the most educated about the environment, as well as the most concerned and the most likely to make purchasing decisions based specifically on environmental impact. They are disruptive and distinctive.

Green products can be marketing to speak to the specific needs and desires of each buyer demographic and reaches across all product types to provide a distinctive sales benefit.