Mattress Metrics: Green power
Green bedding materials are only of average importance to consumers
David Perry -- Furniture Today, December 5, 2011
This week we continue our look at the marketing possibilities of eco-friendly bedding materials. Or perhaps we should say the challenges of connecting with consumers on green bedding issues.
In our most recent Mattress Metrics report, we noted that fully 70% of consumers say they are not aware of eco-friendly/green options in new mattresses - a figure that should prove daunting to any marketer who hopes that green issues will resonate with bedding consumers.
Now we add another piece of research to the green equation - and one that only reinforces the challenge of trying to engage consumers on green issues. Working with HGTV, we asked consumers how important eco-friendly materials are to them when buying a new mattress. The results: Not very.
This is consistent with other research we've conducted. And that research showed that consumers are interested in a great many more things - a good night's sleep, a comfortable, supportive mattress, a bed that will provide pain relief, etc. - than they are in a bed made with eco-friendly materials.
On average, the survey respondents told us, eco-friendly materials are only of average importance. Just 12% of the consumers said eco-friendly materials are very important to them. That's not a very big consumer segment to target. The biggest single group of respondents - 42% - had a middling view of eco-friendly materials.
Key Take-Away
Marketers who think green bedding issues offer broad marketing opportunities might want to rethink their position. A focus on eco-friendly bedding materials is important to a minority of consumers.
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