INDUSTRY NEWS

Focus on Consumer Education and Transparency in Manufacturing     May 2010

From Initiative … to PROGRAM

The Evolution of the SSA Safety and Environmental Program

A diverse group of manufacturers, retailers and suppliers formed the SSA’s “Green Initiative” Founding Board in May of 2009 to begin tackling the myriad of environmental terms and compliance issues related to environmental communications.  That initial effort resulted in a research report outlined in this issue (following story).

Following the culmination of that work, it was decided that a consumer and RSA education campaign was the logical next step to help manufacturers and retailers launch more effective, consistent, and defensible environmental communication campaigns. Additionally, by increasing the clarity of information at the point of sale, consumers benefit and retailers would have additional tools at hand to describe the value added of each product covered under an industry program. 

With 39% of consumers indicating they would pay more for  an environmentally friendly mattress, the industry has both an opportunity and an obligation to ensure that marketing campaigns accomplish the goals of promoting sleep products, communicating safety advantages, and avoiding green-washing.

Therefore, the SSA is working on a labeling program to help consumers understand the safety and environmental attributes of mattresses.  The SSA Safety & Environmental Program—an outgrowth of the initial SSA “Green Initiative”—will have two levels of compliance and will promote consumer education on compliance with CPSC flame resistance and children’s safety issues, transparent content declarations and environmental attributes of mattresses, toxicity and emissions.

Contact the SSA for more information.

79% of consumers would choose a mattress with an environmental claim, showing “safety” and “emissions” as top claims to verify

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 they could understand and trust.

The study was an outgrowth of the 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%). Additionally, the study showed that 39% of the respondents indicated that they would pay more for an environmentally-friendly mattress.

“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.

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 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.

Specialty Sleep Association (SSA) has engaged noted green consultant, Vicki Worden, CEO of Worden Associates to assist the organization’s Green Governing Board and to recruit the larger Working Committee. Worden’s position will be to facilitate the board in carrying out the mission of the Green Initiative --- a process designed to identify, define and standardize how mattress manufacturers and retailers label “green” and market natural sleep products.

Worden is the founder/president of Worden Associates (www.WordenAssociates.com) and a noted strategic counselor on the development and launching of products and services with green labels. She has 18 years of experience in planning and business development and has consulted for numerous corporations and non-profit organizations.

“When Vicki spoke at the SSA Green Initiative Conference in May, she impressed the industry with her knowledge in navigating the sea of hyperbole when creating green definitions and standards,” said SSA President Dale Read. “We look forward to her help in facilitating the mattress/bedding industry Green Initiative Governing board.”

A blue-ribbon group of bedding industry manufacturers and suppliers has been assembled by the Specialty Sleep Association (SSA) to serve as the Initial Governing Board of the mattress/bedding industry “Green Initiative,” according Dale T. Read, president of the SSA.

“This group of top industry executives from prominent bedding and component companies will roll up their sleeves to create these definitions, terms and standards” Said Read.

At the first SSA Green Initiative Conference held in May 2009 in Florida, the assembled group determined that the industry needs a common set of definitions, terms and standards and processes to reduce consumer confusion about the level of environmental impact of specific bedding products.

The SSA Green Initiative Founding Board of Governors includes:

• Ralph Rossdeutscher, President and CEO, Natura World

• GI Board Chairman - David Farley, Anatomic Global

• Roger Coffey - President, Latexco West

• Martin Rawls-Meeham, Manager, Reverie

• Anne Kozel, Specialty Sleep Brand Director, Simmons

• Bart DeHaerne, President, Deslee Textiles, USA

• Mark Larusso, Vice President, Jeffco Fibres

• Kevin Stein, Vice President Marketing/R&D, Latex International

• Bill McCall, Hanes Industries, Leggett & Platt

• Scott Frisch, Sales/Merchandising Manager of Specialty Fabrics Division, Springs Creative

• Umberto Torresan, North American Marketing Manager for Furniture and Bedding, Dow Polyurethanes

• Michael Rothboard, President and CEO, Sleep Studio

• Kenny Oliver, President, Jones Fiber Company

• Dale Read, Ex-official member, President, Specialty Sleep Association