I began researching and writing about green products long before they began to be called "green" in 1990. Concurrent with the international Earth Day celebration that made so many people aware that the choices we make in our daily lives can and does affect the environment, for better or worse, the marketplace was flooded with "green" products that claimed to have environmental benefits.

Just after that event it seemed that everyone wanted to buy "green" and there were many claims of products being green when they really weren't. As with everything else, public interest in green faded as other concerns arose, and for some years green products quietly increased in the marketplace. Now, in 2007, green has become fashionable again, and almost everyone, everywhere, has something "green" to offer.

And so, I just want to share my own personal definition of what "green" means to me--the heart of green that I am working to embody on my websites--and give you a little overview of the various "shades of green" consumer markets today.

What "Green" Means to Me

To me, a green product is one which has a health or environmental benefit, and ideally both. I say, "ideally both," because often green products are green because they conserve resources, are made from renewable resources, or recycled, yet still cause harm to health.

The first thing I look for is whether or not the product is nontoxic, for toxic substances can harm both human bodies and the environment and everything that lives within it. I will go to great lengths to find a nontoxic or less toxic product, rather than use one that is toxic in it's use or manufacture.

Then I look at the environmental effects, and first choose products that are made from sustainable renewable resources or recycled materials. I also look for durable products that can be reused over disposable products that are tossed after a single use, and products designed with efficient use of resources and minimal packaging.

Then there are the social concerns. I want to support workers having fair wages and good working conditions, employee ownership, and other practices that contribute to all workers being treated well.

Beyond this, I am also always looking for products that are in harmony with nature by being local, seasonal, or handmade. I'm more likely to buy an heirloom tomato from a farmer at the local farmer's market in the high heat of summer, for example, than a can of tomato paste--if that local, seasonal tomato is available to me. I value a bar of handmade soap containing herbs cut at the right time of day for maximum potency.

And finally, for me, spiritual qualities--such as beauty, innovation, and creativity--are aspects of green too, for it is spirit that makes all things alive and continuously renews life.

There are few products today that embody all these aspects of green, but this is what I believe green products should be striving for.

Shades of Green

Today there are basically five types of green consumers, and products oriented to each of them. The challenge for today's green consumer is not lack of green products, but rather finding the products that suit your shade of green.

Mainstream
The mainstream consumer will buy anything, has no concern for health or the environment, and buys whatever has the lowest price. Insterestingly, some manufacturers and retailers have been taking the initiative to serve these consumers, helping them protect the environment whether they want to or not. Such products include cereal boxes made with recycled material and laundry detergent concentrated into smaller bottles.

Mainstream Naturals
The mainstream naturals consumer wants to stay with the mainstream products she knows and trusts, but has the idea that "natural is better." They don't want to give up convenience or performance but they want to take a step into buying something more natural. So they will choose things like toothpaste with natural flavorings or detergent with natural fragrances. This is why we are seeing more of these types of products on store shelves. They are not intended to be natural products, just a step in that direction.

Natural
The natural consumer wants products that are 100% natural, with no artificial anything. They have a concern about health that is more important than the environment. Organic is not as important as the fact that the ingredients are from natural sources. Now, many of these so-called natural ingredients do contain pesticides, or are formulated with petrochemicals, but they primarily are made from plants, animals, and minerals. This consumer often shops at the natural food store instead of the supermarket, and buys natural foods (that is, free from artificial colors and flavors, preservatives, and other artificial ingredients), natural cosmetics, natural cleaning products, and natural fiber clothing.

Green/LOHAS
For this consumer, health and environment are their most important consideration. They will give up convenience if necessary and pay more if necessary in order to do the right thing. This consumer wants everything organically-grown, recycled, and biodegradable. LOHAS is an acronym for Lifestyles of Health and Sustainability, a rapidly growing market that sells nearly $300 billion of product each year in the United States alone.

Deep Green
These consumers look beyond consumerism to find ways to live simply, in harmony with nature. They look for products that are local, handmade, and practical. They are more likely to reclaim an old desk from a flea market and refinish it than buy one new made from sustainably forested woods.

I myself fall into the Natural, Green/LOHAS, and Deep Green categories, and these are the types of products I am looking for to use myself and for Debra's List. For some products I am transitioning from Natural to Green/LOHAS and others from Green/LOHAS to Deep Green.

Wherever you are on the spectrum of green, every step is a step in the right direction.

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