How to Spot Greenwashing in Bedding

The bedding industry has enthusiastically embraced ecological marketing in an era where environmental consciousness has become a significant consumer value. The proliferation of terms like "organic," "natural," and "eco-friendly" in describing bedding products and packaging underscores this trend. However, a critical examination is necessary to recognise these claims' truthfulness and identify instances of deceptive "greenwashing."

For those seeking to make intentional, eco-conscious choices, here’s how to cut through the marketing noise and verify that your bedding truly lives up to its sustainability claims.

What Is Greenwashing?

Greenwashing involves companies or organisations making misleading, exaggerated, or false claims about the environmental benefits of their products, services, or practices to appeal to conscious consumers. It might look like a green label, an earthy colour palette, or a vague claim like "eco-friendly," but without substance, it's all marketing—and no meaningful impact.

In bedding, greenwashing shows up more than you might think. The most common 10 greenwashing topics and tactics include:

1. Vague or Unverifiable Terms

• Use of broad, non-specific terms like "eco-friendly," "green," "natural," or "sustainable" without providing concrete evidence, standards, or certifications to support these claims.
• Claims that cannot be independently verified, such as unspecified "carbon reductions" or "recycled content" without proof

What they say:

"Our sheets are made from natural, eco-friendly materials."

What's really happening:

"Natural" is an unregulated term. So is "eco-friendly”, which can refer to anything from cotton to rayon and doesn’t guarantee low-impact practices or chemical-free processing. A product might contain a small amount of organic cotton or use one recycled component, but that doesn't make the whole product green. 

ettitude uses organic plant-based inputs and processes them in a closed-loop system with gentle chemistry certified by OEKO-TEX. We also have 3rd party LCA data validating that our responsible, low-impact manufacturing has less environmental impact than other natural fibres, such as cotton, and other MMCFs (Manmade Cellulosic Fibres) such as bamboo viscose and Tencel. 

What to look for instead:

Check for third-party certifications like:

• GOTS (Global Organic Textile Standard)
• OCS (Organic Content Standard)
• OEKO-TEX® (Free of Harmful Substances)
• Fair Trade (Ethical Labor Practices)
• FSC (Responsible Forest Management)

We offer: 100% FSC certification, OCS Organic & OEKO-TEX Class 1 Safe for babies. 

Did you know?

OEKO-TEX certification ensures that products are free from a wide range of harmful substances—including PFAS and phthalates—offering consumers added peace of mind

2. Misleading, False, or Self-Created Certifications

• Using certifications that apply only to a component (like thread or dye), not the final product.
• Displaying eco-certification logos (e.g., OEKO-TEX®, GOTS, FSC) without the product actually being certified.
• Displaying unrecognised or self-created eco-labels that mimic official certifications but lack independent verification

What they say:

"Our bedding is OEKO-TEX® certified!"

What's really happening:

Sometimes, the raw fabric is certified, but the final product (after dyes, finishes, or stitching) isn't. The brand may use certifications that don't reflect what consumers think they do.

What to look for instead:

Brands should clearly explain what's certified—and provide links to the certificate or number so you can verify it yourself. Here is ettitude’s OEKO-TEX certification

3. The Bamboo Trap

What they say:

"Made from natural bamboo—eco-friendly and sustainable!"

What's really happening:

Most "bamboo" bedding is actually rayon or viscose made from bamboo pulp. While bamboo is a regenerative feedstock that grows quickly and requires less water, the process to turn it into soft sheets involves toxic chemicals, such as carbon disulfide, sodium hydroxide (Caustic Soda), and sulfuric acid. These chemicals pose serious health and environmental risks. Calling them "sustainable" or "natural" is misleading unless clearly identified as a low-impact lyocell process.

What to look for instead:

Only trust bamboo bedding labelled as "bamboo lyocell" (like CleanBamboo®), which uses a closed-loop process that's far more sustainable.

4. “Carbon Neutral" Without Transparency and Real Change

What they say:

"We're a carbon-neutral company!"

What's really happening:

Many brands buy carbon offsets instead of actually reducing their emissions. True carbon neutrality should be certified and include emissions reduction strategies. Worse, some offset their carbon with non-verified partners lacking credibility in the actual CO2 capture efforts. 

What to look for instead:

Look for transparency. Does the brand explain how it calculates its emissions? Does it outline actual reduction efforts? Does it work with reputable offset organisations?

Organisations such as Verra have the VCS (Verified Carbon Standard), which is independently verified to meet rigorous criteria for reducing, avoiding, or removing greenhouse gas (GHG) emissions. 

ettitude ensures our offsetting initiatives are certified under this standard and submits the verification documents to Change Climate annually. We have shown consistent carbon emissions reduction year over year and share data publicly in our annual Impact Reports and here is our Climate Neutral certification.

5. Eco Claims That Mask Plastic: The Polyester Problem

Polyester or microfiber bedding is marketed as eco-friendly because it is "long-lasting" or "low energy to wash" and ignores microfibre shedding into waterways. 

What they say:

"Our performance sheets are wrinkle-free and low-maintenance!"

What's really happening:

These are usually made of polyester or microfiber—petroleum-based synthetics that shed microplastics into our waterways. They're also not biodegradable and contribute to long-term waste.

What to look for instead:

Seek natural, biodegradable fibres like organic cotton, hemp, linen, or lyocell from sustainable sources, such as CleanBamboo®.

6. "Chemical-free" or "Non-toxic" without context

What they say:

"Our bedding is chemical-free and not toxic."

What's really happening:

All textile products go through some form of chemical processing. If these terms are used, they must be supported by third-party testing. 

What to look for instead:

Look for beddings certified with OEKO-TEX®, MADE SAFE®, or REACH Compliant.

7. "Biodegradable" Claims

Products or packaging claimed to be biodegradable, but only in industrial composting facilities, not in home composting or landfill conditions.  

What they say:

"Our products are biodegradable."

What's happening:

While some fibres may be biodegradable, the final product often includes synthetic dyes, finishes, or threads that are not. And biodegradable within how many days and where? Everything is biodegradable eventually, but the speed and conditions matter. Look for specifics: “biodegrades within 180 days in home composting conditions” is meaningful. Legitimate biodegradable claims should be backed by recognised standards, e.g., ASTM D6400, EN 13432, etc, by bodies like TÜV Austria, BPI (Biodegradable Products Institute), or OK Compost.

Biodegradability Doesn’t Equal Sustainability

• Product lifecycle ignored: A biodegradable product may still have high environmental costs in production, transport, or packaging.
• Single-use focus: Many “biodegradable” products are still designed for disposal rather than reuse or circularity.

Hidden Trade-Offs

• Microplastics: Some so-called biodegradable plastics break into microplastics instead of fully degrading.
• Toxic residues: Incomplete biodegradation can leave harmful residues depending on the material and environment.

What to look for instead:

• Clearly labelled standards, for example: ASTM D6400 / EN 13432 for compostable plastics and “Certified home compostable by OK Compost HOME”
• Specific time and conditions for breakdown
• Transparent materials list and scientific data
• Instructions for proper disposal
• Lifecycle impact disclosures, not just end-of-life performance

8. "Recyclable packaging" as a distraction

Highlighting small initiatives (e.g., using recycled paper tags or reusable bags) while the core product remains resource-intensive or polluting. Focusing on the box while ignoring the environmental cost of the textile itself is a classic misdirection. Both the packaging and what’s inside the packaging are important.

What they say:

"We ship our bedding in reusable cotton bags—because we care about the planet."

What's really happening:

Sustainable packaging is great, but it doesn't offset the environmental impact of unsustainable materials, unethical labour, or harmful manufacturing processes.

What to look for instead:

Focus on the core product and supply chain, not just the packaging. A reusable bag is a bonus—not a sustainability badge.

9. "Low impact" without evidence

If a brand claims a process or fibre is low impact, it should disclose how — for example, water savings, renewable energy use, or closed-loop processing. It should also disclose what the comparative material is. For instance, ettitude saves 99% of the wastewater impact compared to cotton.

10. “Cruelty-Free Wool or Down" Claims Without Proof

Wool or down labelled as "ethical" or “cruelty-free” without certification, like RDS (Responsible Down Standard), which focuses on animal welfare and traceability of down and feathers, or ZQ (a wool certification standard), which prioritises animal welfare, environmental sustainability, social responsibility, fibre quality, and traceability. Mulesing in wool production is a particularly controversial topic, often glossed over.

Or it simply means it is not derived from animals. This can mean that the material is synthetic, like polyester, with no functional benefit to the customer or the environment. ettitude is 100% plant-based and qualifies as vegan and cruelty-free.

What Does Truly Sustainable Bedding Look Like?

Look for bedding that is:

✅ Made from renewable, biodegradable fibres

✅ Processed with low-impact or closed-loop methods

✅ Certified by reputable third parties

✅ Transparent about supply chain, emissions, and labour practices

✅ Designed to last and responsibly packaged

Final Thoughts 

Comfort and sustainability can coexist in the bedding industry, but distinguishing true eco-consciousness from greenwashing requires careful investigation. As a mindful consumer, protect yourself by asking questions, verifying certifications, and selecting brands that value transparency and accountability over fleeting trends. Ultimately, the truth beneath the sheets should be as clean and honest as the bed you sleep in.