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For the first time in history, there are four generations working and active in our society.

And each approaches everything differently. This poses the challenge of trying to craft messages that will be important to the specific generation (or generations) you’re trying to reach.

For green communications, understanding these differences can be particularly critical, because they have very different attitudes towards environmental issues. To talk to each generation, a good starting point is to understand core values and how they react to communications. Here are some snapshots:

Traditionalists (born 1922-43). Duty-driven. Work is an obligation, and they are used to a top-down management structure. Respect is very important, and they’re more likely to respond positively if new products or ideas are related to what worked in the past. They need detailed instructions. Traditionalists are the most eco-friendly group. They are most willing to pay more for environmentally compatible products and most likely to recycle and to be environmental activists.

Baby Boomers (born 1944-60). Boomers approach life and work as an adventure, and they’ve become very good at blending (but not necessarily balancing) the two. Recognition is important, and they’re consensus builders who like to meet and discuss. They’re idealists, and the word “old” is not in their vocabulary. Boomers tend to be "coincidental greens." They use compact florescent bulbs and drive hybrids to save money on electricity and gas. Reducing environmental impact is welcome a side benefit, but not the main factor motivating their decisions.

Generation X (born 1961-80). X'ers are skeptics and individualists who prefer to ignore rules and structure. They prefer balance and would rather have more time off than a promotion. They thrive on feedback, and they’ll ask for it if they don’t get it. They expect instant payoff, so just cut to the chase. And they’re financially conservative. Gen X'ers' environmental involvement is motivated as much by trendiness as by a concern for the planet's health. Although they're individualists, they participate in environmental activities "because everyone is doing it." They are slightly more involved in eco-friendly activities than Boomers.

Generation Y (born 1981-2000). The Millennials, as they’re also known, are participatory rather than individualists, and they’re very social (but don't expect them to come to meetings). They also have a unique sense of responsibility, similar to the Traditionalists. They’re not afraid to challenge authority, because for them, the world has always been about being equal. They multitask comfortably, so don't think they're not listening. Millennials talk the talk but don't necessarily walk the walk. Although 76% of Millennials say environmental concerns are important, they are the least likely group to actually adopt green behaviors and lifestyles.

If you have to communicate across generational lines, realize the risk that trying to use a single approach can have. What works for one generation may not work for another.