How woke is Mattress FIRM?

Introduction

Founded in 1986, MattressFIRM is a well-known American mattress retailer based in Houston, Texas. They offer a wide range of mattresses, adjustable bases, and bedding accessories from top brands. While you might know them for their frequent sales and extensive selection, MattressFIRM has also made a name for itself through its social and political engagements. 

Let’s check out how MattressFIRM measures up when it comes to their involvement in progressive financial contributions, DEI policies, mandatory training sessions, support for LGBTQ+ initiatives, and marketing and branding.

Financial Contributions to Progressive Causes

According to OpenSecrets, MattressFIRM’s political contributions in the 2024 cycle totaled $7,152, with donations primarily coming from individual employees. The recipients of these donations included both Democratic and Republican candidates.

During Pride Month, Mattress Firm also gave donations to LGBTQ+ support organizations including The Trevor Project, Human Rights Campaign, and PFLAG National through a 200% matching program.

Prioritization of DEI Policies

MattressFIRM is big on Diversity, Equity, and Inclusion (DEI).

According to employee feedback on Glassdoor, MattressFIRM has a Diversity and Inclusion rating of 3.9 out of 5 stars, indicating their robust DEI efforts.

For AAPI Heritage Month, Mattress Firm celebrated by showcasing their Asian American and Pacific Islander employees’ impact at work and in communities. They also matched employee donations to AAPI-supporting organizations.

CEO John Eck and other leaders also publicly support DEI as a core strength and fundamental to the company’s success. Eck wrote: “Diversity is not only a source of strength at Mattress Firm, but a cornerstone of success. Our commitment to creating an inclusive workplace where every individual feels valued and respected is unwavering.”

Mandatory Training Sessions

There’s no evidence that MattressFIRM conducts mandatory social activism training, despite their interest in social responsibility. The company’s public information doesn’t mention such specific training programs, suggesting they may not be a priority or are kept internal.

Support for LGBTQ+ Initiatives

MattressFIRM is a strong supporter of LGBTQ+ initiatives. For one, their Pride Month posts on LinkedIn feature team members who are part of the LGBTQ+ community.

Through their partnership with Included Health, MattressFIRM also provides culturally-affirming care and specialized support for LGBTQ+ individuals.

This includes connecting LGBTQ+ individuals with culturally-competent healthcare providers and offering comprehensive services like gender-affirming care and support.

Marketing and Branding

Mattress Firm is positioning as a sleep wellness expert, expanding beyond traditional retail, according to Digiday. Their strategy includes original content creation, innovative campaigns, and significant advertising investments. 

“During the first quarter of 2023, Mattress Firm spent $68.3 million on advertising, according to Vivvix, including paid social data from Pathmatics, which also found that the chain spent $308.5 million on advertising throughout 2022, up from $287.6 million in 2021,” Sam Bennett, Mattress Firm’s SVP of marketing revealed.

The breakdown of this marketing budget, including any focus on socially progressive themes in their content and campaigns, is unclear from the available information.

Conclusion

MattressFIRM takes a broad approach to corporate strategy, blending strong marketing efforts with substantial social activism. The company demonstrates its commitment through financial contributions to progressive causes, dedication to DEI initiatives, support for LGBTQ+ rights, and extensive CSR activities. These efforts resonate with progressive consumers but may alienate those with more conservative views. Overall, MattressFIRM stands out as a significant player among woke brands.