"It seems more and more that the definition is really up to the individual," says Kurt Rothacker, a marketing project manager at Prime Resources in Bridgeport, Conn. The rules are definitely not set, but for some, the term "green" indicates a lifestyle. "Green is a mindset to live in a way that is less destructive to our environment," proclaims Ryan Meulemans, a self-confessed "green enthusiast" and manager of inside sales for Gold Bond in Hixson, Tenn. "Being green includes what we buy, how we use things and how we discard items."

When it comes to products, there are several characteristics that determine eco-friendliness, namely the three Rs, reports Janet Trachter, executive VP of sales and marketing for Grand Island, N.Y.-based Starline USA Inc. The first consideration is the material, including whether it’s recycled, reusable or from a renewable resource. A second concern is the product’s ability to be reused to reduce waste. Last, Trachter says you should consider how the supplier reduces its impact on the environment. "Does the supplier perform due-diligence to try and minimize the carbon footprint from the complete manufacturing process?" she asks.

Depending on whom you ask, a product’s degree of eco-friendliness can be a complex equation. "There’s so much that contributes to the creation of a green product," says Brian Padian, VP of inside sales for Tustin, Calif.-based Logomark Inc. "With all the eco-friendly products available, distributors have to decide which type of green product is most applicable to their client or event."

It’s important to learn what green means to your organizations ahead of conducting a product search. "Distributors should look for items that follow the needs and wants of their clients. They must understand how their clients wish to be eco-responsible and find appropriate and interesting products that fulfill those guidelines," Rothacker adds.

A Thorough Understanding

Confusion can set in as your options continue to grow. The demand for eco-friendly products has led to innovation in both materials and processes. Advertisements from various suppliers showcase products made from corn, bamboo,

organic fabrics, pre-consumer and post-consumer recycled material, vegetable fibers, bio-plastics, biodegradable components and more, including various ink options.

New technologies have also evolved due to the increase in recycling and other manufacturing methods. Leed’s in New Kensington, Pa., carries bags, for example, made from water bottles and yogurt containers that are turned into small pellets, melted into yarn and woven into nylon. "The ability to make trash in to material just didn’t exist until recently," observes the company’s marketing manager, Lindsay Hoylman.

Before you get overloaded with terms, take a deep breath. If you’re confused, a little research on your own is a great idea, but expect your supplier reps to explain how their products are environmentally friendly, too. (Plus, check out our guide to the truth about some claims and eco terms on pages 40 and 48.)

Premium Products

Though distributors report price as the No. 1 factor hindering more green sales, it turns out there may not be a premium on all eco-friendly items. "Since some of these products are manufactured using energy-reducing means, the prices of the products can be kept low," Rothacker reveals.

Price differences can depend on the product, confirms Janet Trachter, executive vice president of sales and marketing for Starline USA Inc. in Grand Island, N.Y. Some of her company’s recycled bags, for example, are in the middle to low-end of their price spectrum.

"With technical advances, the methods to produce these products enable them to be produced at the same price or a bit higher, but not greatly higher," explains Andy Song, marketing manager with Hicksville, N.Y.-based Flexfit.

But even when facing a premium price for eco-friendly products, you can point out long-term cost-saving benefits. "When green involves long-lasting items, eco-friendly products don’t have to be more expensive," Meulemans adds. He mentions crank flashlights that may be slightly more expensive on the front side, but which do not need a constant feed of batteries. "This turns out to be great for the environment, in that used batteries are not being poured into landfills, and more cost-effective in the long run."

In some instances, paying a premium price on eco-friendly options is still almost inevitable. Often, the production methods simply cost more, such as with organic cotton and some recycling methods. "The technology involved in converting consumer waste into material is more expensive," Hoylman says. To combat this, suppliers may offer product options with varying degrees of recycled content. Generally, a product made from a higher percentage of recycled materials will be more expensive.

Reuse

Other options to help organizations show their environmental side without spending more are those items that have been in existence for some time and are suddenly being slapped with an environmentally friendly label. "As eco-friendly products have become more popular, products and materials that have always been environmentally responsible now have call-outs explaining their properties," Hoylman acknowledges.

Tote bags, for example, are an old promo fave, but now, as people use them in place of disposable grocery bags, they are being touted as green items. "Read all the info," suggests Jim Soucie, president of Care Co. Int’l. Inc. in Omaha, Neb. "Cities, states and countries are banning plastic bags all the time. It’s sweeping the country. Why? It’s something that the general public can do to help the environment and help keep their neighborhoods clean."

Sonny DeShong, president of Landes Inc. in Houston, agrees, citing reusable grocery bags — which are often biodegradable — as "a great tool for alleviating plastic bag waste in landfills and saving trees from being harmed for paper bag production."

Just about all promotional products could be considered eco-friendly because they’re all developed to be reused, Hoylman says. "The products that are a direct substitute to disposable products can be considered more eco-friendly than their counterparts," she reminds.

That was the main objective when Ecomugs.com, based in Ben Lomond, Calif., was started. "Our company began as cities across the country started banning Styrofoam," reports president Kirk Meyer. "We need to just stop creating so much garbage. Using Ecomugs and other reusable earth-friendly products helps the planet. The truth is that we are just throwing so much away. It is out of control."

If your clients are ready to do their part, you’ve got a growing number of products to suggest to them. The green movement is red hot right now, and organizations may be looking for ways to show that they’re hip and conscientious. "When an end user chooses an eco-friendly product, they are telling their clients that they care about the future of our environment and they are making a conscious choice to do their part," Rothacker says.