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February 7, 2010 - A new
Mattress/Bedding Industry “Green
Initiative” consumer survey
sponsored by the
Specialty Sleep Association
(SSA), asked what claims
consumers would want addressed
by an industry label, seal or
program. “Safety” and
“Emissions” were the top two
issues raised by consumers.
Seventy-nine percent (79%) of
consumers surveyed would choose
a mattress with an
environmentally friendly claim.
The study was an outgrowth of
the Mattress/ Bedding Industry
Green Initiative Board’s efforts
to identify the top issues that
need to be addressed by the
industry as it works to clarify
environmental claims being made
through marketing of bedding
products.
According to the survey of 637
adults in the U.S.,
two-thirds of consumers were
“very” or “extremely” concerned
about the health and safety of
the products they purchase.
Safety of materials was the
single most important
environmental attribute to
consumers selecting a new
mattress (41%), followed by free
of emissions (15%) and
responsible manufacturing
processes (10%).
39% of the respondents
indicated that they would pay
more for an
environmentally-friendly
mattress.
Equally as important, the study
sponsored by the SSA “Green
Initiative” showed that 39% of
the respondents indicated that
they would pay more for an
environmentally-friendly
mattress, and 15% said they
would pay as much as $200. more.
“We are pleased to be sharing
this information with the
industry and ― for the first
time ― are presenting not only
research on consumer and retail
sales associate (RSA) priorities
but also significant guidance on
making environmental claims,
what terminology actually means,
and what global trends might
influence how products are
designed and marketed in the
U.S.,” said Dale Read, president
of the SSA. “The
Mattress/Bedding Industry Green
Initiative is working to achieve
greater transparency for
consumers and provides this
unprecedented research-based
report on environmental claims
as the first step in what will
need to be a multi-faceted
industry communications effort.
We are no longer depending
exclusively on personal opinion,
conjecture and anecdotal
information form mattress
industry executives,” said Read
. This research gives us an
objective and professional
baseline of solid information
from both consumers and retail
sales associates. It supports
what some of us have believed
all along: that many consumers
will pay more for verified and
transparently marketed “green”
mattress/bedding products..
Transparency in marketing
“green” could lead to millions
in increased retail sales
Read pointed out that some
extrapolations indicate that
incremental retail sales as a
result of transparent labeling
and marketing of “green “
products could range anywhere
from $350 mm up to $1.3 billion
in sales with a middle ground of
$750 mm being quite possible.
“Developing a transparent and
open seal and labeling program,
along with an active consumer
education and retailer training
program not only is ‘the right
thing to do’ , it is profitable
for retailers and manufacturers
alike.
The SSA conducted a separate
survey of retail sales
associates (RSAs) at 233
distinct store locations with a
total of 61 retailers. This
research identified a need for
clear environmental terminology.
Half of the respondents believed
that manufacturers are not
supplying enough information
about the environmental impact
of their mattresses. The vast
majority (87%) believe an
industry standard, certification
or seal would be helpful with
almost one in three saying it
would be “very helpful.”
The group’s findings included:
-
76% of
the RSAs surveyed have
experienced customers asking
for “natural,” “organic,” or
“environmentally friendly”
mattresses.
-
Two-thirds of the RSAs
surveyed (69%) have had
customers ask for mattresses
free of added chemicals.
-
More
than half of consumer
respondents (56%) said a
“green” seal or
certification on a mattress
would make them more likely
to consider that mattress.
-
Consumers expressed greater
concern for the
environmental impact of a
mattress at the end of the
lifecycle versus the
beginning of its lifecycle.
“Environmental Claims:
What Marketers and Retailers
Need to Know ― Terminology,
Definitions, Standards and
Trends for the Bedding Industry”
was presented by the Specialty
Sleep Association at Winter 2010
Las Vegas Furniture Market on
February 2. The report was
developed by Vicki Worden of
Worden Associates, Inc., an
environmental consultant to the
SSA’s “Green Initiative” Board
of Governors. The
Mattress/Bedding Industry “Green
Initiative” was created to
identify definitions and
terminology, as well as existing
standards and certifications
that apply to the mattress
industry. These include
components and finished
products, plus how mattress
manufacturers and retailers
label “green” products and
define eco-friendly sleep. The
SSA Board is now considering a
number of future steps to
implement the findings of the
report and study. Being
considered is a
consumer-oriented public
education campaign and labeling
program aimed at increasing
clarity and transparency for
consumers shopping for
mattresses and bedding.
Founded in 1995, the Specialty
Sleep Association is a national
not-for-profit organization
created to facilitate the growth
and positive awareness of the
specialty sleep category. SSA
membership is comprised of more
than 100 manufacturers and
retailers ranging from small,
family-owned businesses to large
corporations.
Those interested in learning
more about the SSA, should
contact Tambra Jones, executive
director, SSA, 559-868-4187 or
559-676-8639,
tambra@sleepinformation.org. |
