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Sustainability is catching on, and that’s not necessarily a good thing. Yes, consumers are demanding more green products than ever before and are willing to pay more for products that do less harm to the environment. In response, some brands are radically changing supply chains to use more sustainable materials and processes. But there’s a big problem: Many companies aren’t willing to do the legwork. Instead, these manufacturers use green buzzwords:organic, green, natural, etc., on the packaging and charge a premium. The company benefits, while consumers have to sort out the truth behind vague marketing claims. This phenomenon is called greenwashing.
Why greenwashing matters
When you buy greenwashed products, you are unknowingly supporting a system that discourages companies from developing truly impactful solutions to the environmental crisis. But the planet is not the only one that takes the worst part. Green washed products can also be harmful to you.
According to Amy Ziff, founder and CEO of third-party verification company MADE SAFE, government agencies like the FDA and EPA don’t provide much oversight. In fact, they only ban about 14 chemicals known to be toxic to humans or the environment. These same agencies allow companies to use thousands of other substances known to be dangerous.. And many do.
The stakes are highest for products you interact with for hours every day, Ziff says. Mattresses are a great example. “Humans spend about a third of our lives sleeping,” he explains. “So when people start evaluating their lives for things that might cause [chemical] exposures, I tell them to start by cleaning their sleep environment.” Many mattresses are coated with chemical flame retardants, which can leach into your skin over time (think: six to eight hours a night). Chemical flame retardants have been linked to a number of health problems, including neurological problems, hair loss, and organ toxicity. Therefore, if you are looking for a mattress on the market and want to avoid coming into contact with harsh chemicals, truth in marketing is crucial.
How To Outsmart Greenwashing
How can you tell which brands live up to their claims? These tips will help you shop in a way that aligns with your values.
1. Check for trusted third-party certifications. Whether you’re shopping for household products, outdoor gear, or furniture, look for independent third-party seals of approval. These certifications are clear signs that brands are actually raising the bar on environmental and social responsibility, not just talking for the sake of it. Some good certificates to look for:
> SURE either blue sign they denote the passing of a rigorous evaluation of the ingredients of each product to ensure that they do not contain any known harmful substances.
> Global Organic Latex Standard (GOLS) and Global Organic Textile Standard (GOTS) verify the organic content in products such as mattresses and bedding. You’ll also want to check if the entire product is certified or just the materials themselves. This will be included in the public database.
> B Company Certification means that a company meets high social and environmental standards.
> Green Guard Gold guarantees low chemical emissions during production.
Some brands are certified in one or two of these categories. Others, like green avocado, have earned the sustainability seal of approval on all four. All Avocado Green mattresses are MADE SAFE, Greenguard Gold, Global Organic Latex Standard (GOLS) for latex foam, and Global Organic Textile Standard (GOTS) for the finished product. Additionally, Avocado earned B Corp status (and has a score of 126.2, well above the required minimum).
“Look for valid certification numbers, too,” advises George Matthews, Avocado’s vice president of sourcing and certification. “When a company displays a certification logo without the corresponding number of their entity, it can be assumed that they are not audited annually or that they do not meet certification standards.” If the mark shows a number, look it up on the certifying body’s website to make sure it’s legitimate.
2. Look for details. Vague topics should be viewed with suspicion. Does a “natural” material mean that it is “certified organic” or lab tested to be safe for people and ecosystems? If the product is “toxin free”, what toxins are on the list? Take Avocado’s new Eco Organic Mattress as an example. In addition to being made from GOTS-certified organic cotton and wool and GOLS-certified latex, it’s made without chemical flame retardants. That is possible because Organic wool is quilted on top of the mattress, says Matthews, creating a natural flameproof barrier. The mattress is also made without fiberglass or polyurethane foams derived from fossil fuels. There is nothing more specific than that.
3. Prioritize vertically integrated companies. Many brands go out of their way to prioritize eco-friendly materials, but global supply chains can be pretty murky. Companies that control their supply chains are better able to implement rigorous standards at all levels. Avocado, for example, is co-owner of the farms and factories in India and Guatemala where its materials come from to ensure maximum quality control. “This allows us to form strong, long-term relationships at every step of our supply chain,” says Matthews. “That way, we can make sure all of our partners are properly supported and never have to cut corners.”
4. Demand transparency. Trustworthy brands should have nothing to hide. That is why Avocado uses cutting-edge blockchain technology to document the origin of the materials you use in your products. By 2024, Matthews says, all of its wool and latex materials will be verified by blockchain, and Avocado will make that data freely accessible to any certification body that requests it. The brand also publishes an unwavering honest environmental impact statement every year.
5. Look for zero waste commitments. Materials aren’t the only questionable aspect of greenwashing. Brands that truly care about the environment also work to limit the negative impacts of manufacturing processes. To that end, Avocado diverts 78 percent of its waste from landfills, as verified by third-party certifier Underwriters Laboratories (UL). It achieves this through responsible recycling and by recycling leftover materials in its Zero Waste Collection. These actions have helped Avocado achieve recognition as a climate neutral business.
Matthews says that for Avocado, becoming climate neutral is simply part of being a good global citizen. “We want to be a beneficial part of every community in which we work,” she says. “We believe that when you do simple things with passion, you really can make the world a better place.”
AvocadoThe mission of is to be one of the most sustainable brands in the world. It makes mattresses, pillows, bedding, bath products, handmade furniture, responsible loungewear, and a skin and body line that are better for people and the planet.