Businesses have cottoned on to the fact that savvy consumers are increasingly interested in the sustainability credentials behind the products they buy. But what is actually environmentally responsible, and what is just marketing speak?
The experts at Dreamwool Beds are here to help you sift through the claims and choose an eco-friendly NZ mattress that matches your priorities and values.
What is greenwashing?
Greenwashing is when a business or product purports to be environmentally friendly as part of a marketing strategy, but with sustainability claims that don’t necessarily hold up to scrutiny. You can generally spot greenwashing by looking for environmental buzzwords, a focus on features instead of benefits, or specific assertions (think Fair-Trade or Organic) without any certifications to back them up. The best way to ensure that your next mattress delivers on its promises and provides a sustainable sleep is to ask plenty of questions and look closely at what’s inside.
Common Greenwashing Claims
One of the ways that bed manufacturers greenwash their products is by producing computer-generated drawings that don’t clearly show what’s inside. It’s easy to say “made with wool”, but how much? Where did it come from? How was it processed? They could be ticking the box without giving you any of the benefits. Ask the salesperson to show you real-life samples and give you the details of any eco claims, because no amount of comfort or sustainability ever came from just 5mm of all-natural quilting latex.
Another common greenwashing claim is to say that materials are local when, in fact, they are sourced locally and then processed overseas. The environmental impact of shipping NZ materials overseas to be processed and manufactured is huge, and once they’re overseas, there’s no way to ensure that the manufacturing processes are in line with your environmental values. Make sure you don’t fall for this, look for traceability in your bed maker’s manufacturing processes, and ask them about their supply chain.
What is an eco-friendly mattress?
The definition of eco-friendly is very much open for interpretation, and it can be difficult to wade through the advertising language. Some of the key things to look for are:
- Locally sourced and produced
- Transparent supply chain
- Trustworthy maker
- Samples you can see and touch
- Ethically produced natural materials (and an abundance of them)
- Responsible production processes
Greenwashing Bedding
Greenwashing isn’t just limited to your mattress; you might see this applied to your bedding as well. The eco-friendly bedding materials you want to choose, where possible, are TENCEL™ or organic cotton.
TENCEL™ is made from wood pulp and requires less energy, water and chemicals to produce than conventional cotton. It is biodegradable, requires less harmful dye, and can be sourced from certified and responsibly managed forests. Organic cotton is the next best option and is an excellent choice for sustainable bedding, but it still typically uses more land and more water to produce than TENCEL™.
Making the Most Sustainable Choice
Ultimately, sustainability is about determining the maximum value and eco credentials that you can realistically afford, and then looking behind the label to see if your purchase measures up.
If certifications are important to you, look for GOLS, Oeko-Tex Standard 100, and FSC. If locally sourced, natural materials – like those used in abundance by Dreamwool – are what matter most, ask your salesperson to explain exactly what’s inside, where it comes from, and how much is in there. If the mattress delivers on what they’re promising, they’ll be delighted to back up their claims.
Dreamwool mattresses showcase locally sourced Merino wool, natural latex, and finely crafted, European-made pocket springs. We use only the best natural materials at meaningful volumes, allowing you to reap the sustainability benefits and experience optimum comfort. And we’d love to tell you all about them.
Book a consultation with our expert team today to learn more.