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January 9, 2012 - Winning over today’s conscientious
consumers with accurate product claims will be the
subject of a bedding retailer seminar titled “Making
Green on ‘Green’” presented during the Las Vegas Market
by the
Specialty Sleep Association (SSA) on Tuesday,
Jan.31, from 11 a.m. to noon in the SSA Showroom
(C-1350). The event is open to all market attendees.
When it comes to sleep products, claims about
“natural” and “organic” products are facing increasing
consumer skepticism and scrutiny from the Federal Trade
Commission—which is considering new limits for
marketers.
“Information can pave the way for stores to reach new
customers,” said Vicki Worden, president,
Worden Associates, Inc., who is leading the
Vegas Market seminar. “A 2010 consumer study conducted
by Furniture Today magazine and HGTV indicated that
around 30 percent of consumers are aware of green
mattress options, which represents a big opportunity to
reach an even wider audience. Better communication to
drive awareness can result in improved sales of these
products that may also deliver high margins to
retailers.”
The seminar will explore best practices for promoting
green sleep products in ways that eliminate consumer
confusion and solidify a purchase decision with
documented claims. The SSA has developed information on
terminology and definitions to help marketers
substantiate environmental claims and avoid FTC scrutiny
and fines.
Worden will also discuss proposed new limits on
claims as released by the FTC on Oct. 6, 2010. These new
guidelines to its Green Guides for product marketing,
termed “the FTC Proposed Revisions,” are expected to be
released as final in 2012 with few changes expected from
the version published in 2010. The new guidance
discusses terms like “natural”, “organic,” “recyclable”
and also addresses the use of product identifications
and seals of approval by marketers. Worden will also
address trends in packaging, state law label issues, and
other federal requirements impacting new products.
Worden is a sustainability consultant working with
manufacturers, retailers, and trade associations on the
development and launch of sustainable and
environmentally focused products and services. Her
expertise includes environmental standards and green
building, and she is a former a judge of the White House
Sustainability Awards.
For additional information regarding the SSA,
please visit
www.sleepinformation.org, or contact Executive
Director, Tambra Jones, at
tambra@sleepinformation.org, 559-868-4187,
559-676-8639.
About the
Specialty Sleep Assn.
Founded in
1995, the Specialty Sleep Association (SSA) is a
national, not-for-profit organization created to
facilitate the growth and positive awareness of the
specialty sleep category. Its members develop or sell
specialty sleep products including natural/bio-based and
organic bedding, latex, memory foam, air, gel, water,
adjustable, new spring technologies and related
products. SSA membership includes more than 100
manufacturers and retailers ranging from small,
family-owned businesses to large corporations. SSA has
showrooms in Las Vegas and High Point. |
