Nobody wants to lay awake at night worrying about the future of the planet or whether you’ve done enough in your own pursuit of a cleaner more responsible way of life. As a consumer, it can be hard to know whether you’re making the best choices and not causing unintended consequences. Is that EV charging in the garage really better for the environment or should you have kept hold of that old diesel estate and driven it into the ground? Would that have had an overall lower impact on the planet? Now, while your head is spinning with doubt and guilt, what about that mattress you’re lying on – isn’t that bad for the planet too? You’re definitely not going to sleep now.
Where mattresses end their lives...
I found out this week that not only do mattresses cause an end-of-life landfill issue, they contain synthetic materials, such as polyurethane foam, petroleum-based foam, and memory foam that involve energy-intensive manufacturing processes and the use of hazardous chemicals. Synthetic foam mattresses also emit volatile organic compounds (VOCs) through off-gassing, harming indoor air quality and posing a general health risk. The more you dig, the more you find, the more you worry.
As companies strive to improve the environmental impact of their supply chains and product portfolios, it raises the question of how much you should reveal about the unknown issues before solving them. I notice Simba’s recently launched Earth range of mattresses claims to be made from all natural ingredients - including cashmere, mohair, organic silk and Yorkshire grown hemp and flax. The sell is focused on the merits of natural, sustainable materials, and although there’s no mention of the evils of normal mattresses, you can’t help but wonder. Equally, Levi’s Plant-Based range, including jeans made from ‘97% plant-based materials’, raises more questions than it answers. I thought denim was made from cotton that is 100% plant-based? Apparently, the indigo dye isn’t typically plant-based. Who knew? What else don’t we know and do we really want to?
The bigger question for sustainability-driven innovation is how much you need to set up the issue before you resolve it. Given the investment and smart thinking that’s gone into the new, more sustainable alternative, the temptation is there to tell consumers everything. But does it actually help to raise awareness of every single issue with the stuff we buy and consume? Would it not be better in some cases to quietly fix the issues without the accompanying fanfare? The answer to that question lies in the understanding you have of your consumers. You really need to know what keeps them awake at night and whether adding to their insomnia will build brand affinity or damage it. One to ponder – sleep well.
