Imagine seeing an advertisement in the paper for a new Corvette, at the cost of a generic sedan. Pretty exciting, right? Like most people, you’d probably be tempted to go check it out. When you arrive at the car lot, however, the salesperson shows you what actually appears to be a shiny new Honda Civic. While there’s nothing wrong with a Civic, it certainly isn’t comparable to a Corvette. This particular Civic has Corvette brake lights, and is therefore being advertised as “Corvette Certified.” You, my disappointed friend, have just been a victim of carwashing.
Ok, I made that term up. Greenwashing, however, a similar concept that’s frighteningly popular in the mattress world, is very real.
As a Product Specialist, part of my job is to research and be informed about our competition so I can better assist customers who have questions about those companies and how they compare with Lifekind. I can tell you with absolute certainty that there is no one else who does what Lifekind does. There are imitators and companies that come close, along with those who blatantly lie to make themselves look like they come close, but I wouldn’t want to trust “close imitation” or “blatant lies” with my sleep.
As a consumer, it can be daunting to sift through the marketing baloney and find the real thing. There are “organic” mattress companies who post logos of trusted certifiers on their website because one of the many ingredients they use might pass that standard, even though the final product does not. Others display logos of “certifiers” that in fact do no such thing, but are merely membership organizations. (I’ve seen, for instance, companies claiming to be “National Geographic Certified,” even though National Geographic is merely the parent company for The Green Guide, a consumer organization that doesn’t certify materials, finished products, or anything else.)
I’m personally vexed by companies that make what I like to call “natural-lite” products, such as the “20% natural-core” mattress I saw advertised the other day. While it’s commendable that someone is making a product with 20% natural ingredients, what exactly is the other 80% made of?
Be cautious and ask questions. I have seen companies use a GOTS logo to infer that their manufacturing plants and products are GOTS certified, when in fact just one raw material component is able to boast GOTS certification. GOTS certification for a facility is not obtained easily; they are very, very strict about their standards, and they conduct random inspections, so there is virtually no room for error. We conduct business in accordance with their standards because we want to be able to show that we make the purest mattress, not that it’s just our opinion that we make the purest mattress.
Many companies claim to support American industry, but outsource the production of anywhere from one to all of their raw materials to other countries. This not only takes away potential green American jobs, but also risks contamination of the raw materials by fumigation when they are imported to the U.S. Add this to the uncertainty about organic standards from country to country, and there is ample room for doubt in exactly how pure outsourced materials really are.
On a similar note, beware of companies that use words like “Organic” or “Natural” in their company names to make them seem purer than they actually are. Without certification to back up the name, it’s simply the name of a company, like Bob’s Mattress Factory.
The moral of this story is to look before you leap into that new bed. Ask the tough questions of companies who want your business. Ask where their raw materials come from, who certifies them, and what has been added. Ask about their manufacturing processes and who certifies the final product.
Ask as many questions as you can, because an educated consumer base is the best defense against greenwashing.