Hi PapaMike,
It would certainly be long enough if it was a main priority for them ⌠but it may not be. Not all businesses have the same priorities as any one (or a few) of their customers and they may consider some of the many competing priorities that any business is always working on to be more important priorities.
This really comes down to 1. âIs it true?â and 2. âCan it be proved?â
To advertise a product or component as certified organic it would need to be true. I think this goes without saying. There are many people for example that buy organic food that never see an actual organic certification even though what they are purchasing is actually organic and they are satisfied that what is being advertised is actually true without needing to see an actual certification.
There are also some customers that may need more âproofâ than just what a business is claiming and these are the customers that would need to see the âproofâ of an actual certification (although there would still need to be some âtrustâ involved that what they were purchasing was the actual organic product or material that was listed on the certification and was in the mattress).
When it comes to âshouldsâ and âshouldnâtsâ each person will have different priorities and requirements that leads to âenoughâ trust that they are willing to make a purchase and some people may have much more stringent requirements that arenât nearly as important to someone else.
The reality of the market is that not all businesses target those customers that have the most stringent requirements and this can create an opportunity for some retailers and manufacturers to meet the requirements of a smaller percentage of people and serve a smaller ânicheâ market ⌠usually at a more premium cost. In other words what a few customers believe a business âshould doâ may not be the same thing as a business thinks they âneed to doâ.
If there are enough consumers who decide to purchase elsewhere because of specific requirements that a particular business doesnât meet then a business may eventually decide that there are âenoughâ of these customers to make them a bigger priority and any time and effort that was required to institute the type of changes that would attract them as well may become âworth itâ.
It would be more true to say that a consumer that requires âproofâ of an organic claim âshouldâ purchase from a manufacturer that meets their specific criteria and if there are âenoughâ people that are like them then more businesses would likely âtargetâ that particular segment of the market and eventually the price of products that would meet their particular criteria would probably come down. In the meantime they may need to pay more to find a manufacturer that meets specific criteria that arenât shared by a large enough percentage of the market to make competing for that part of the market more attractive to more retailers or manufacturers.
Phoenix