How Green Is Your Business?

From the time I decided to launch Saatva in 2009, I knew that having a strong green initiative would be a core part of the business plan. For starters, as a DTC company, environmental responsibility was built into our business model. Without physical locations, we didn’t need the resources that heating, cooling, and powering hundreds of brick-and-mortar stores would require. And by establishing a network of manufacturing hubs around the country, we could make our products close to where the customer lived, cutting down on delivery miles driven and reducing our carbon footprint.

But beyond that, a commitment to green practices and principles has informed every one of the business decisions we’ve made in the decade since, from using recycled steel in our innerspring mattresses to manufacturing our sheets and pillows in a Fair Trade factory. These decisions cost money—but I believe any company can take responsible measures without raising the price of their products beyond the reach of their consumer. Besides, I’d rather do a little less business in the short run, knowing that I’m protecting my brand promise, which will bring me more business in the long run. I would advise anyone weighing these choices to do the same.

It benefits your customers. Sustainability is no longer an exotic concept. Whether they’re shopping for food, clothing, or mattresses, today’s consumers seek out products that are made with healthier, more eco-friendly ingredients. According to Nielsen, nearly half  of U.S. consumers say they would “definitely or probably” change their consumption habits to reduce their impact on the environment. And they’re putting their money where their values are, growing sustainable product sales at four times the rate of conventional products. Meeting your customers’ expectations is just plain smart business.

It benefits your workers. Before any of our mattresses ever gets to a customer’s home, it’s manufactured by hand in one of our 19 U.S. factories. Sourcing and producing our mattress foams and other materials in the United States, where health and safety regulations are the most stringent in the world, was never a question. Similarly, we chose to make our organic cotton sheets in a Fair Trade certified factory. Organic cotton is healthier for the farmers and craftspeople who make it, and the principles of Fair Trade assure that workers are paid a fair wage and have a say in their working conditions. Products that are good for consumers start with respect for the workers and environment that produced them.  

It benefits your industry. The mattress industry has long had a reputation for a less-than-ideal customer experience. Consumers couldn’t get a lot of information about what was in the products they were buying; you basically took the salesman’s word for it. That started to change with the rise of the internet and direct-to-consumer selling. I’m proud that Saatva was in the forefront of this trend. We were an early sponsor of the Sustainable Furnishings Council, an industry trade group designed to promote awareness of sustainability and help companies adopt eco-friendly practices. As a result, things are getting better: recycling programs, the use of recyclable and biodegradable materials, reputable donation and resale channels, and innovative production methods are helping to keep mattresses out of landfills. 

It benefits your community. Over the past decade, we’ve built a manufacturing and delivery network that brings us within 60 miles of 85% of homes in the continental United States. That cuts way down on carbon emissions. This business model allows us to partner with like-minded companies and scale our efforts in communities around the country. Our flagship factory in New Jersey, for example, is entirely solar powered. It produces so much power, in fact, that it regularly returns surplus energy to the power grid. The solar roof also helps shield the facility from the summer heat, making it more comfortable and safer for the workers and the equipment.

It benefits your planet. All of these efforts are good for the customer, good for the business, and good for the community. But above all, they’re good for the planet. Whether it’s the Certi-PUR low-VOC foam in our Loom & Leaf mattress, the all-natural Talalay latex in Zenhaven, the recycled steel in Saatva Classic, or the botanical antimicrobial applied to our organic cotton covers, all the materials are as eco-friendly as we can make them while still delivering the quality and value we promise. That’s the winning formula: Find the steps that you can take that will be cost-effective, that your customers will appreciate, that are environmentally responsible and will enhance your product. Even if you think you can’t afford it, you can. 

This article has been reposted on LinkedIn.