It probably wasn’t surprising that “polarization” was Merriam-Webster’s word of 2024. We all know that we live in a polarized nation. But do you realize that we also live in a deeply divided mattress nation? It’s true.
Our Consumer Insights Now research finds Americans sharply divided on the key issue of mattress comfort. While 41% of the consumers we surveyed are planning to purchase a mattress with a medium comfort level, 32% will be looking for a firm mattress and 19% will be looking for a plush mattress. Eight percent aren’t sure what comfort level they want in a new mattress. Bless their uncertain hearts.
Those results are interesting. I would have thought that firm and plush both would have drawn stronger favor from consumers. Who goes around saying: I really need a medium mattress? But, if you think about it, medium is a safe harbor for consumers who don’t want a too firm or too soft mattress. And it’s comforting to seek out safe spaces these days.
Demographic breakdowns of our data are even more interesting. It turns out that medium is the leading comfort level for every generation except one — those aging baby boomers, of whom I am a card-carrying member. We boomers, those of us 60 and over, often say we favor firm mattresses; 45% of boomers say they are planning to purchase a firm mattress, with medium coming in next at 29%.
Those results also surprise me. I would have thought that boomers, many of us nursing sore muscles and shaky backs, would favor plush mattresses, the better to cradle aching bodies. But only 15% of boomers are planning to purchase a plush mattress.
I’m also surprised that Gen Z consumers, those between the ages of 18 to 27 last year when our survey was conducted, strongly favor medium mattresses, with 49% saying they plan to buy a medium mattress. Plush mattresses are a distant second on their preference list, favored by 30% of Gen Z consumers — one of the highest levels of interest in plush mattresses by any demographic group. And just 19% of those Gen Z consumers will be looking for a firm mattress. That’s the lowest level of interest in a firm mattress for any generation. I thought those younger consumers could sleep on anything.
I shared these compelling survey findings with several industry executives to get their takes on the state of mattress comfort these days. Why does interest in plush bedding peak with younger consumers and drop off in older demographic groups? And why does interest in firm bedding rise steadily as consumers age?
The executives made several important points. One is that comfort is subjective and relative; there are no definitions of what makes one mattress firm and another soft. Each consumer judges comfort on his or her own terms.
Another key point is some consumers may attach negative connotations to comfort terms. Some mattress marketers think “soft” is a bad word, as it might suggest a bed that may be too soft for some. Similarly, “firm” may suggest to some consumers a bed that is too firm, or even “hard.” A hard bed might not sound very inviting to many consumers.
The executives also noted that older consumers may still be influenced by potent marketing campaigns in the past that talked about the morning backaches that could result from sleeping on a too-soft mattress. The idea that a firmer bed is better for your back has been firmly planted, you could say, in many older consumers’ minds.
That’s not the case with younger consumers, which is why they may be more open to other comfort levels, such as those found in plush mattresses.
Another point that emerged from my discussions is that older consumers may be worried that they will have a difficult time getting into and out of plusher mattresses.
Are firmer beds better for your back? The Better Sleep Council, the industry’s consumer education group (bettersleep.org), addresses mattress firmness in an online post that looks at various sleep myths. The BSC says: “It’s a common myth that if you have back pain you should only buy a firm mattress. The fact is that mattress choice is a very personal thing and what feels good to one person may not for another. Try out a variety of mattresses to see what seems most comfortable for you.”
That’s good advice. Whatever a consumer thinks he or she wants in a new mattress, the best strategy is to give several mattresses a comfort test. That’s my firm recommendation.
