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HomeFurnitureNatural Mattress Retailing Collection – Half 9: Correct Natural Mattress Messaging

Natural Mattress Retailing Collection – Half 9: Correct Natural Mattress Messaging

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The primary seven installments on this natural mattress retailing collection carefully examined the product class, its revenue potential, and certifications. Earlier articles within the collection could be discovered at

Let’s now increase the dialogue launched in installment eight by reviewing particular messaging and advertising claims made by producers and retailers. Many of those claims have been used to explain natural mattresses and merchandise included within the broader “pure/ sustainable/ eco-friendly” market.

First, we’ll have a look at phrases that ought to usually not be used when describing natural mattresses, the retailers that promote them or the factories that manufacture them.


  •  Compostable – No natural mattress meets the necessities to be “compostable.” Most supplies decompose over time. Nevertheless, natural and non-organic mattresses are designed to final a very long time and don’t decompose significantly, even when sitting in a landfill for a few years.

  • Degradable – ditto.
  • Recyclable – There are two necessities for a mattress to be thought of recyclable. Its supplies should have the potential to be recycled. As well as, shoppers should have cheap entry to recycling amenities. With out this entry, solely the potential for recycling exists. Easy accessibility to mattress recycling is basically unavailable within the US and Canada.

  • Medical claims – Natural mattress corporations that make medical claims, resembling, “you’ll reside longer” or “it’ll treatment eczema,” violate FDA tips. Natural mattresses could enhance well being in some methods, however making specific claims can get entrepreneurs in sizzling water with the FDA.


  • Natural – This declare ought to solely be made if a product is licensed natural. The World Natural Textile Normal (GOTS) is the acknowledged natural certification for mattresses.
  • Non-Poisonous – This declare ought to solely be made if a product is clearly licensed to satisfy a “non-toxic” customary. The first certification that claims to satisfy this customary is MADE SAFE.

  • Claims Associated to Requirements – If a declare is certified to a acknowledged customary and doesn’t exceed what the usual represents, it’s usually defensible.

  • Opinions – To some extent, opinions could also be defensible for some varieties of claims.

  • Renewable Supplies – For instance, cotton fill is extensively thought of renewable, and its use is defensible. That’s not the case for many foams.

  • Recycled Materialss – The dividing line between the phrases ‘recycled’ and ‘used’ isn’t all the time clear. Within the US, “Regulation Labels” should learn “Made with All New Supplies.” It’s a complicated, shifting panorama. Producers largely preserve {that a} materials manufactured from recycled supplies can nonetheless be labeled “new.” The commonest and clearest instance is that the majority metal coils utilized in mattress development are made with recycled metal.


Acceptable claims embody these constructive statements outlined and defended. Though more and more related to natural mattresses, the next claims could apply to any mattress producer’s merchandise.

  • Carbon Offsets Bought Offset CO2 Emissions

  • Manufactured with Renewable Power


Some claims require detailed explanations to keep away from being meaningless at finest. These embody:

  • Pure
  • Inexperienced
  • Eco-Pleasant
  • Sustainable

    Observe: “Sustainable” is a comparatively new, extensively used advertising descriptor which means nothing until clearly outlined. What precisely in regards to the product or the manufacturing unit is sustainable? Except a transparent and cheap rationalization is given, warning is usually recommended in making this declare.

In subsequent articles, I’ll present extra particulars and useful insights.

About Barry A. Cik: Barry A. Cik is a Board Licensed Environmental Engineer and founder and technical director of Naturepedic Natural Mattresses & Bedding. Since 2003, Naturepedic has been on a mission to guard the lives of households by means of safer, more healthy organic-based merchandise which have a constructive affect on the setting. A model with function, transparency, and moral practices, Naturepedic is the recipient of many certifications and is very revered by quite a few well being and environmental organizations ( and is an EPA Inexperienced Energy Companion. Since its inception, Naturepedic has been a constant and beneficiant advocate and supporter of NGOs and nonprofits advocating for the “Proper to Know” about what’s within the merchandise that individuals convey into their properties.


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