Avoiding Greenwashing: How to Spot Truly Sustainable Bedding

Key Takeaways

Greenwashing is common in bedding and evident in vague terms, pretty nature imagery and unverified claims that are designed to make products seem eco-friendly—when they aren’t.
True sustainability goes deeper and encompasses responsibly sourced natural fibers, ethical manufacturing, durability and biodegradability.
Certifications matter, so look for trusted labels like GOTS and OEKO-TEX to cut through marketing spin.

People are increasingly factoring sustainability into their buying decisions. Unfortunately, going by labels and company claims alone isn’t always enough to steer you toward the most eco-minded products. That’s because of greenwashing, which is basically an eco-friendly spin designed to imply environmental benefits about a particular product or company—even if that’s not actually the case. Terrible, right? You can find pretty prominent examples of greenwashing in the fashion, automotive, energy and even food and beverage industries, but the world of bedding isn’t immune. Knowing how to spot greenwashing in bedding is an important first step to avoiding misleading claims and choosing products that are truly sustainable.

What is Greenwashing in the Bedding Industry

The National Resources Defense Council describes greenwashing as a misleading marketing practice that exaggerates or even fakes eco-friendliness. In other words, it’s when companies make their products or themselves seem “greener” than they really are. That way, they can appeal to eco-minded shoppers without actually having to commit to sustainable practices. Usually, this is accomplished through vague terminology, nature imagery and unverified claims:

Language like “natural,” “eco-friendly,” and “sustainable,” but no explanation about how this applies to the product
Nature-inspired graphic design, like leaves or trees, or an earth-inspired color palette to imply eco-friendliness without any concrete evidence
Phrases like “ethically sourced” or “made with organic materials,” without recognized certifications or third-party audits

For consumers, greenwashing really muddies the water. Shoppers who are trying to make better choices for the planet can be intentionally misled when companies greenwash, because it makes it difficult to identify those who are truly committed to sustainability and those who are just going through the motions. That’s why it’s not enough to rely on claims or pretty marketing alone. The risk is paying a premium for “natural” or “eco-friendly” bedding that actually isn’t environmentally responsible at all.

What Truly Makes Bedding Sustainable

The good news is that you can find natural, eco-friendly bedding that really meets those claims. It’s not just about marketing—it’s about the materials, manufacturing practices and full product lifecycle. Knowing what to look for makes it much easier to identify authentic sustainability from empty claims.

Material Sourcing

Material sourcing is a foundation of sustainable bedding and natural, renewable fibers are usually the best choice. Many synthetic materials are petroleum based, which makes any eco-friendly claims a stretch. Here at Woolroom, we champion wool as a stellar bedding material for many reasons, including the fact that it’s one of just a few natural fibers that qualifies as renewable. It’s also biodegradable, which isn’t always the case even for renewable resources and it can be recycled multiple times without losing its tensile strength. In fact, according to Woolmark, wool is the world’s most recycled fabric.

Other safe choices include organic cotton, which is grown without pesticides or fertilizers and produced with more mindful farming practices and bamboo. This plant grows voraciously without needing much water or pesticides, but how the material is turned into a usable fabric can make or break its eco-friendliness. Most bamboo bedding is actually viscose or rayon, both of which can undergo very heavy chemical processing, so you’ll want to look for key certifications (more on that below).

Manufacturing Practices

Bamboo is an excellent example of why manufacturing processes matter just as much as the raw material. Energy and water use, chemical treatments and labor standards have an important impact, so look for transparency here. Companies with a true claim to sustainability tend to be very upfront about how their bedding products are made. When you can’t find information to that effect, consider it a warning sign.

Lifespan

Durability is another hallmark of sustainable bedding because it means a longer lifespan, less waste and reduced consumption overall. Natural fibers like wool and organic cotton can biodegrade safely, which is simply not the case with synthetic materials that can linger for decades in landfills. Wool in particular is impressively resilient and can last decades with proper care.

Certifications That Matter

One of the single best ways to be certain that a company is walking the walk and not just talking the talk is through certifications that indicate rigorous standards have been met. They’re the independent proof that a particular bedding product has been made with appropriate care to the environment, the workers and ultimately, your health. Here are the certifications to look for:

GOTS. The Global Organic Textile Standard is widely considered the gold standard for cotton and wool. It covers the entire supply chain, ensuring that no toxic chemicals or finishes are used and that fair labor practices are followed.

OEKO-TEX Standard 100. This is another highly regarded label that indicates bedding is free from harmful substances, including a lengthy list of chemicals known to pose health risks.

Wool Integrity Program/Responsible Wool Standard. These are specific to wool and guarantee animal welfare, full traceability from farm to finished product and ethical land management.

FCS. The Forest Stewardship Council is important for bamboo and wood-based fibers, indicating that the raw material comes from responsibly managed forests.

Red Flags to Watch For

Since greenwashing is intended to be reassuring, you’ll need to read between the lines to some extent. The more you increase your awareness about this practice, the easier it becomes to recognize it. Keep an eye out for these common red flags:

Buzzwords with no certifications. “Eco,” “natural,” “green,” and “earth friendly” all sound great, but unless they’re followed by certifications from GOTS, OEKO-TEX, or other reputable organizations, they simply don’t mean anything.

No mention of sourcing or supply chain. Remember, sustainable brands are upfront about how they do things, including where they source their raw materials and how they’re processed into finished goods. If you can’t find details here, it’s not a good sign.

Overemphasis on recyclable packing. Sure, recyclable packaging is important, but it’s really a small piece of the overall sustainability puzzle. Proceed with caution if a company spends a lot of time talking about its recyclable box—but not much about the bedding itself.

Lack of transparency. Same thing here—you should have no trouble finding information about materials, certifications and labor practices. A lack of transparency, particularly from a company making sustainability claims, is suspicious.

How Woolroom avoids greenwashing

Woolroom opened its doors in 2008 with a mission to re-introduce wool bedding to the world. At the time, the bed-in-a-box model was exploding and synthetic and conventional materials dominated the market, while wool—this wonder fiber!—was so undervalued that farmers were burning it because they couldn’t sell it.

Woolroom saw an opportunity to change perceptions, help people enjoy better sleep and support the environment all at once. We’ve already covered how wool is naturally biodegradable, recyclable and renewable, but that doesn’t automatically make it ethical. At Woolroom, it most certainly is. We partnered with English farmers who raise soft down breeds and follow the principles of the five freedoms laid out in the UK Animal Welfare Act of 2006. It’s a guarantee that the sheep who provide the wool in all of our bedding are treated well. After all, the very best wool comes from the healthiest, happiest sheep, which is why we pay a premium to the most ethical farms we could find.

Our Wool ID® Program takes it a step further. Every Woolroom bedding product is made with fully traceable wool and comes with a QR code that lets you follow it all the way to the source—the farm and the flock from which it came. That level of transparency is backed by certified standards, which means you aren’t just taking our word for it. Our farms, production facilities, organic washable bedding and bed linens are GOTS certified and all of our bedding is certified by OEKO-TEX. Our products have earned the Shepherd’s Crook mark through Authentic Traceable Washable British Wool and Authentic Traceable Washable Organic British Wool. We had our wool mattresses tested at the Bio Composites center at Bangor University to confirm that they’re free of harmful VOCs. Plus, all of our products hold the Allergy UK Seal of Approval and we’re proud to report that Woolroom is also Woolmark certified.

As for our manufacturing process, we know that conventional wool production can exact a heavy toll on the environment thanks to the chemicals involved. So we do things differently, producing our ethical wool bedding in a process that’s based on 150 years of experience. We check, sort, grade and classify sheared wool at our own facility and it’s scoured and processed without chemical treatments or blending. In our workshop, highly skilled craftsmen turn this safe, clean, high-quality wool into the kind of bedding we’re proud to share with the world. We use 100% British wool and organic cotton, ensuring that our sustainability claims are entirely accurate.

Questions to Ask Before Buying Sustainable Bedding

If you’re serious about finding sustainable bedding, ask the right questions. Doing so not only protects you from misleading claims, it helps you invest in bedding that really does benefit not only the planet, but you and your family. Here’s what to ask.

What certifications does this product have?

Where are the materials sourced and assembled?
Is the full supply chain disclosed?
Does the company back up its claims with third-party verification?

Explore Truly Sustainable Options

The Bottom Line on Greenwashing in Bedding

Greenwashing makes it hard to tell which products are eco-friendly and which ones just pretend to be that way. But knowing what certifications to look for, paying attention to transparency and asking the right questions can help you avoid these misleading claims. Remember to choose brands that are open about sourcing, proud of their certifications and committed to sustainable practices from start to finish—like Woolroom. Then you can rest easy knowing that your bedding is as responsible as it says it is.

Frequently Asked Questions

What is the most eco-friendly bedding material?

Wool is one of the most eco-friendly bedding materials because it’s renewable, biodegradable and incredibly well-suited to sleep. It regulates temperature, wicks moisture and resists dust mites without the need for chemical treatments.

What is the difference between greenwashing and genuine sustainability?

Greenwashing is when companies use misleading marketing practices that make their products seem eco-friendly without actual proof. Genuine sustainability is evident through transparent sourcing, independent certifications like GOTS and OEKO-TEX, and ethical manufacturing practices. Long story short? The proof is in the pudding!