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David Bridge

Industry has mixed views on value of green movement

Let me begin right away by admitting that I am confused about how our industry is thinking about the green issue.
On the one hand, I’ve gotten feedback from industry leaders questioning the value of going green. “This is a trend, maybe,” one leader recently said. Added another: “Why is this good for the industry?” And a third said of the green phenomenon: “It has some merit.”

I’m surprised by comments like those. Frankly, I don’t understand how anyone in our industry can fail to see the value of becoming more green in our marketing and in our work habits. This is not some radical idea that only a few are going to grasp. Green is here to stay.

I take hope from the bedding companies who are already jumping on the green bandwagon. As I write this column, I’m in the midst of preparing copy on Las Vegas Market introductions. And, as if to answer those green critics, here is what two well-known producers are doing in Las Vegas, green-wise:

* Natura, which bills itself as “the leading producer of natural and organic bedding in North America,” is introducing two new organic mattresses and 100% organic cotton linens. “Consumers are clearly excited about eco-bedding right now, a category that we have been passionate about for over 14 years,” said Ralph Rossdeutscher, Natura’s president.

* Aireloom is introducing three levels of natural sleep systems, including a “truly organic luxury sleep collection” featuring everything from certified organic wool to natural flax. The producer notes “growing consumer awareness toward living a ‘greener’ lifestyle,” and predicts the demand for eco-friendly products will begin to grow “at a rapid pace.”

I could go on, but you get the idea.

So how are the green critics missing the boat? Perhaps they are thinking that our industry is merely paying lip service to the green trend, offering up products that have some green elements but don’t demonstrate a serious commitment to the green cause. I do believe that is happening in some cases.

But I’ve written too many stories about natural and organic beds in recent years to doubt that a number of producers are trying hard to give consumers green products that they can feel good about. Green marketing guru Danny Seo kicked off our recent Bedding Conference because he’s got a message that our industry needs to hear, and can embrace in a variety of ways.

Danny says there are various shades of green, which is an insightful point. Not everything we produce can or should be aimed at the hard-core “dark green” audience. But there are certainly a great many consumers out there who will appreciate the steps we can take to bring more green to our products.