What to call your product...green or healthy?

A few weeks ago, I was listening to the Green Talk Radio podcast from Green Living Ideas. Hosted by the digitally-prolific Sean Daily, it's always one of my favorites (especially his green blogger series).

This particular episode was an interview with Doug Farquar, co-founder and CEO of BuyGreen. Ten and a half minutes into that interview, Sean asked Doug if the demand for sustainable products was continuing on an upward climb or if green fatigue was causing consumers to care less about it.

Talk about a softball. This is the CEO of BuyGreen. He wants to sell more products on his web site. So, of course he's going to say that consumers are still clamoring for green. Right?

Guess again. His answer was surprisingly candid and offers an important lesson for green communicators:

I think green fatigue is very much a real issue and we really started to see that 12, maybe 18 months ago...Whereas, maybe 18 months ago people were interested in green products more from a saving the world perspective, those that remain interested...their own health is now becoming a bigger issue. 'What am I buying that is unhealthy to me or my family or my customers?' That seems to be becoming more of a forefront issue than doing their part to save the world.

Surprisingly candid, but shouldn't be surprising. People are much more likely to care about something that impacts them personally and immediately. But don't despair. This does not mean that all is lost for convincing the consumer to purchase sustainable products.

What it does mean is that to sell those products you may have to focus on what green marketing expert John Grant calls "secondary benefits." He writes: they can be more efficient, durable, affordable or basic (like the budget brands) or they can be healthier, better made or more indulgent (like premium brands) (emphasis mine).

Health is certainly a powerful secondary benefit. Who doesn't want good health for themselves and their family? As J. Ottman writes, health appeals to consumers' self-interest rather than just their eco-conscience.

Look at a recent New York Times story for a good example: The F.D.A. expression of "concern" about the presence of bisphenol-A (BPA) in food packaging. Let's say your company has produced a BPA-free alternative because it's better for the environment. Should your marketing lead with the global environmental benefits of the product (of which there are obviously many when it comes to plastic)? Or do you lead with the potential health benefits of eating food that doesn't come into contact with BPA? The answer should be obvious.