A Comprehensive Certification Approach That Strengthens Product Teams, Sales Strategies, and Consumer Trust
To help readers quickly understand the ground we cover, here’s a snapshot of the key themes explored in this article:
In this article, we cover:
- A Holistic Approach to Certification
- Education That Drives Impact
- Ongoing Support Through Tailored Solutions
- Communicating Clearly in a Crowded Market
- Scientific Leadership for Certified Manufacturers
- Why This Matters for Industry and Consumers
- Partnerships Built on Science and Education
Manufacturers today face a complex challenge: consumers increasingly want healthier indoor environments, but the market is saturated with vague claims, unverified labels, and “selfie seals” that offer little more than marketing spin. To stand out, credible science, transparent communication, and teams who understand the real value behind third-party certification is becoming a must-have.
This is where the Asthma & Allergy Friendly® Certification Program offers a unique advantage. Developed by Allergy Standards Ltd in partnership with the Asthma and Allergy Foundation of America (AAFA), the Program does far more than test and certify products. It provides an educational ecosystem designed to support manufacturers, empower sales teams, and improve consumer trust, long after a product has earned the Certification Mark.
A Holistic Approach to Certification
Certification by the Asthma & Allergy Friendly® Certification Program is marked by a press release, but that moment signals the beginning, not the end, of the partnership journey.
The Program offers a full suite of educational, scientific, and communications resources that help partners understand the science of indoor air quality (IAQ), the needs of people impacted by asthma and allergies, and the competitive value of certified products.
This year, two standout examples came from educational webinars delivered to Certified partners by Client Success Director Leah McInerney. These sessions demonstrated how the Program blends scientific rigor with practical business support.
Education That Drives Impact: Webinars for Benjamin Moore and Tarkett
As part of our broader education series, Leah delivered tailored IAQ and health-science webinars to teams at Benjamin Moore and Tarkett, -two longstanding Certified partners- highlighting just two of the many sessions we’ve run to support partners through practical, science-led learning.
These sessions covered:
- The science of asthma and allergies
- Key contributors to indoor air challenges
- The role of building materials, including paints and flooring, in supporting healthier indoor environments
- The value of credible third-party certification versus unverified “selfie seals”
- How certified products can be positioned with customers, specifiers, and retailers
For internal sales teams, this education is crucial. It equips them with the knowledge and confidence they need to speak to health-aware consumers, differentiate their offerings, and align product benefits with evolving market expectations.
That impact is reflected in feedback from Certified partners, including Benjamin Moore:
Alfredo Valiente, Product Marketing Manager, Commercial & Professional Brands at Benjamin Moore & Co.:
“The feedback was excellent, and the team felt that the information you provided will be very useful and helpful whenever they’re having conversations about Eco Spec and the Asthma & Allergy Friendly Certification.”
These webinars highlight a core value of the Program: education is not optional, and not an add-on; it is an integral part of the certification partnership.
Beyond Webinars: Ongoing Support Through the Client Services Portal and iAIR Academy
Manufacturers working with the Certification Program gain access to a robust suite of ongoing educational and marketing tools, including:
Client-Exclusive Portal
A dedicated library of sales guides, product-specific talking points, certification explanation assets, digital marketing materials, and co-branding tools.
iAIR Academy Training Modules
The iAIR Academy offers science-based courses on IAQ, materials health, allergens, VOCs, and consumer trends, designed for product teams, marketing departments, sales associates, architects, facility managers and more.
Blogs, Articles, and Consumer Education
ASL publishes continuous thought leadership across IAQ, building materials, regulatory trends, and consumer behaviour. Manufacturers can integrate these insights into their own marketing and training.
Consumer and Retail Research Access
The Program regularly conducts research into consumer expectations around indoor air, environmental health, and product transparency. Partners gain early access to findings that support product positioning.
This ecosystem helps teams translate scientific testing into clear, credible messaging that builds trust with consumers and retailers.
Helping Manufacturers Communicate Clearly in a Crowded Market
As highlighted in recent conversations with industry partners, including True Value in their True Value Podcast, consumers are increasingly asking for healthier options, but often don’t know how to compare products or interpret claims. Sales teams need clear, credible language, grounded in science, to inform and guide those conversations.
The Certification Program supports its clients by:
- Providing validated proof points backed by independent testing
- Clarifying the difference between verified health-focused certification and unverified marketing labels
- Equipping retailers with educational materials that align product claims with real consumer health concerns
- Ensuring that certified products have a clear, science-backed story
In the paint category, for example, True Value has emphasized how Certification helps sales teams explain VOC emissions, allergen considerations, and IAQ impacts in ways that resonate with health-aware shoppers. The same principle applies across flooring, bedding, air cleaners, HVAC filters, and other Certified categories.
That clarity is especially important when engaging the Architecture & Design (A&D) community, where specifiers are looking for credible, defensible product attributes.
JanMarie Yancovhich, Architectural + Design Representative:
“This is an impressive marketing proposition to share with our A&D community.”
Science at the Core: Keeping Manufacturers Ahead of Industry Developments
The Certification Program is grounded in continuous research, led by ASL scientists in partnership with AAFA. Certified partners benefit from:
- Updates on emerging IAQ science
- Insights into asthma and allergy trends
- Regulatory changes (e.g., evolving VOC requirements, materials standards, IAQ guidelines)
- Guidance on product innovation aligned with future health-driven demand
Through this ongoing knowledge-sharing network, manufacturers stay ahead of industry expectations, and can better educate their consumers about how their products contribute to healthier homes and buildings.
Why This Matters: Aligning Innovation, Education, and Public Health
Indoor air quality is now recognised as a central component of human health. Building materials, household products, and everyday consumer goods can contribute to allergen exposure, VOC emissions, and respiratory health issues. For manufacturers, understanding these impacts is essential, not only for compliance, but for consumer trust and product innovation.
By partnering with the Asthma & Allergy Friendly® Certification Program, manufacturers gain:
- Credible differentiation in competitive markets
- Science-based educational content for internal teams
- Support in communicating with health-conscious consumers
- Access to ongoing research and IAQ insights
- A trusted pathway to developing products that help support healthier indoor spaces
This is so much more than certification, it is a collaborative approach to raising industry standards and empowering consumers to make informed choices.
To recap, the following points outline the core ideas explored throughout the article:
- The Asthma & Allergy Friendly® Certification Program offers a comprehensive, long-term partnership, not a one-off label.
- Certification is supported by ongoing education, for example, tailored webinars for Benjamin Moore and Tarkett.
- Manufacturers gain access to the Client Portal, iAIR Academy, and continuous research updates.
- The Program helps brands communicate clearly in a crowded market filled with unverified “selfie seals.”
- Scientific leadership ensures manufacturers stay aligned with emerging IAQ science, health trends, and regulatory changes.
- Certification supports product teams, sales strategies, and consumer trust.
- The Program is ultimately a science-based, education-driven partnership that helps manufacturers build healthier indoor environments.
A Partnership Built on Science and Education
Manufacturers who earn the Certification Mark join a community committed to improving indoor environments. Through testing, research, training, and communication support, the Program ensures that partners have the tools they need to lead with integrity, transparency, and scientific credibility.
In a world where indoor air quality matters ( we spend 90% of our time indoors), this holistic support model helps manufacturers deliver products that stand up to scrutiny, and stand out to consumers.
Key Words
Allergy Standards Limited, Asthma and Allergy Friendly® Certification Program, education, holistic, webinars, iAIR Academy, indoor air quality standards,
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