In an era where eco-consciousness is not just a trend, but rather a consumer expectation, the organic mattress industry has a pivotal role to play. Brands like Naturepedic are at the vanguard, not just for providing healthier sleep solutions but also for how we communicate our commitment to sustainability to our consumers.

Transparency in sustainability claims is not just a best practice – it’s imperative. The organic mattress industry may be at the forefront of sustainable business practices, but it's also a space where consumers can be misled by claims that sound green but don't hold up to scrutiny.

For a JMPA-recognized and consumer-trusted organic brand like Naturepedic, maintaining integrity in sustainability claims is crucial. We’d like to share our best practices for what to claim and what not to claim to avoid greenwashing in the organic sphere.

What Is Greenwashing?

Greenwashing is the practice of making unsubstantiated or misleading claims about the environmental benefits of a product, service or company practice. It is a deceptive marketing tactic, giving a false impression of eco-friendliness to appeal to environmentally conscious buyers.

In the organic mattress industry, greenwashing undermines genuine efforts to promote sustainability and can damage consumer trust. It’s a serious misstep – and one that you might be making without even realizing it.

'Eco-Friendly' Traps: 3 Claims You Should Never Make

Knowing what you can claim and can’t claim when it comes to sustainability is the first step in avoiding it. Here are three traps to avoid in your marketing.

Compostable/Biodegradable

The claim that a mattress is compostable or biodegradable is appealing but unrealistic. Mattresses, even “natural” mattresses, are complex constructions with various materials, many of which do not break down easily in natural environments. Such claims can mislead consumers to dispose of products in ways that could cause harm to the ecosystem.

Unless you can provide clear evidence that every component of your mattress can be safely returned to the earth – and specific disposal guidelines to consumers – this claim should be avoided.

Recyclable

While recycling is a noble goal, the complexity of mattress materials often makes them difficult to recycle. Some materials are technically recyclable but aren't widely accepted by recycling facilities due to practical limitations. Other parts of the mattress may not be recyclable at all, so unless consumers are breaking their mattresses down and separating the components, the product as a whole simply isn’t recyclable.

Effective recycling requires accessible infrastructure and conscientious consumer participation. Claiming a mattress is recyclable without having a program in place to break down and reuse the materials is misleading.

Medical Claims

Organic products often make medical claims, e.g. “this mattress will cure your eczema,” etc. The Federal Trade Commission (FTC) is clear that medical claims must be backed by scientific evidence. Claiming that a mattress offers medical benefits without the data to support it is not only unethical but also illegal.

Even if it’s true that organic mattresses may well improve your health in some ways, if you explicitly make medical claims you will be subject to FTC jurisdiction (which you probably don’t want!).

Ethical Eco-Claims to Make

We’ve covered what you can’t say – so what can you say? The following claims are generally acceptable (so long as they are substantiated!).

Organic

If your mattress is certified organic by a reputable third party – specifically the Global Organic Textile Standard (GOTS) – then this is a claim you can and should make. It assures customers that your product meets strict standards regarding chemicals and the use of organic materials.

Non-toxic

A non-toxic claim is acceptable if you can verify that the mattress is manufactured without harmful chemicals per the standards of credible organizations and has been tested by those credible organizations. Reputable non-toxic certifications/verifications include:

●MADE SAFE®

●GOTS

●GOLS

●FSC®

●GREENGUARD® Gold

●U/L Formaldehyde Free

When your mattresses adhere to recognized non-toxic standards, it’s beneficial to share these certifications to provide consumers with confidence in the health- and sustainability-related benefits of your products.

Renewable Materials

Highlighting the use of renewable materials resonates well with eco-minded consumers when backed by evidence that shows the sustainable practices in sourcing these materials. For example, at Naturepedic, we showcase how our use of organic cotton, GOTS approved latex, non-GMO PLA batting, etc. rather than polyfoams not only reduces dependency on fossil fuels but also supports sustainable farming practices.

Recycled Materials

Products incorporating recycled materials help close the loop in production cycles, reducing waste and conserving resources. Clearly stating the percentage and type of recycled materials can enhance the credibility of such claims.

Keep in mind that “recycled” doesn’t mean “used.” All mattress law labels say, “Made With All New Materials,” as is required. But something recycled can still be “new.” The clearest example of this is steel coils that most mattress manufacturers use that are made with recycled steel.

The Fine Print: Claims That Require Clarity

Some terms are acceptable to use with a caveat: they require context to be meaningful. Terms like “natural” and “sustainable” aren’t defined with a standard, so their meaning can be quite ambiguous.

When using these terms, provide a clear, precise explanation of what they entail:

●Natural: Define what you mean by natural. Does it refer to the materials used, the manufacturing process, or both?

●Green: Specify what aspects of the mattress or its production are green. Are there energy-saving processes in place, or is it about the materials used?

●Eco-Friendly: Clarify how the product is eco-friendly. Is it due to reduced emissions during production, or are there other factors at play?

●Sustainable: Describe the sustainability practices involved. Is it through a zero-waste production process or sustainable sourcing of materials?

For Naturepedic, and the organic mattress industry as a whole, transparency is key. Making honest, substantiated claims reinforces customer trust and establishes a brand as a leader in sustainable practices.

Avoiding greenwashing and providing clarity on environmental claims is not just good ethics, it’s good business. Naturepedic is committed to a future where every claim we make is an honest step towards a more sustainable world – and we hope you’ll join us.