‘Green’ is not a bad word
I’ll admit it. I’m seeing red on the green bedding issue. Or should I say the eco-friendly bedding issue? Or maybe I should say the environmentally friendly bedding issue? Or should I call it the sustainable bedding issue?
Yes, there are a number of terms the mattress industry uses to refer to mattresses that contain natural components like soy-enhanced foams and cotton ticking and natural latex. And I will admit that I tend to use the term “green bedding” when I refer to those types of materials.
Here’s where I see red: Some in the industry say that people in the media like me shouldn’t be using “green” at all. That word doesn’t really mean much, they say, because the industry often plays fast and loose with terminology.
My response: “Green bedding” is a handy term that does suggest the issue at hand. If I say a producer is introducing a new green bedding line, my readers know that said line will have some type of natural component in it.
So I say, let’s keep “green” in our bedding vocabulary. What do you say?
Steven Majoros commented:
I totally agree David. But how does the consumer separate what's really healthy from "green baloney"? And how does the legitimate green manufacturer create a separation in perception? Before "green" can grow and be truly fruitful, there needs to be some regulation and a definition of what it means.
Margaret Casey, VP, Sustainable Furnishings Council commented:
Whatever word we use, it needs to be in sync with what retailers and consumers need and want. The word "green" describes a color - that's all - and while it's use is convenient slang for all of us, it doesn't tell us enough to earn a place as a credible adjective for describing eco-friendly home furnishings.
Lisa Stansbury commented:
I think we can have different shades of green :) Some of my products have smaller carbon footprints. Some of my products are more natural. Some aren't "green" at all. I know what you mean when you say "I'm going to look at a green line," but I don't know to which shade it is.
concerned for the consumer commented:
Green is everywhere and seems to be mentioned in a lot of consumer products. Throw in the competitive shadyness of the mattress business and you have got a real mess. Should a mattress product be labeled green with 20% bambo cover and nothing else? Or how about the Tenn retailer, at the recent ISPA meeting, who used the color green to drive his business.
Julia Rosien commented:
I agree the word green can be tricky when it comes to consumer products. But it should be the beginning of the conversation - the invitation to question, discuss and learn what about the product is green or environmentally friendly.
Being transparent about the level of green-ness is quickly becoming a demand from consumers. Don't tell me it's green. Show me exactly how and then help me understand why I should care.
If you think green, natural and organic is going away, think again. Like social media and the Internet, it's here to stay. Being on board and transparent will make us stronger and empower our customers, which is what we all want, right?
Julia Rosien
Natura World Inc Communications Director
The Realist commented:
I say that people are always going to want to put the most "green" in their wallets. The folks who are willing to pay more and/or get less for "eco-friendly bedding" are the fringe minority. Stop pandering to them.
