More Than a Label: A Collaborative Approach to Healthier Indoor Spaces
More Than a Label: A Collaborative Approach to Healthier Indoor SpacesWhen you see the Asthma & Allergy Friendly® Certification mark on a product, you might assume it’s just a label, a seal of approval that the product passed a test. But in reality, that mark represents much more. It reflects a comprehensive, science-backed program developed by Allergy Standards and the Asthma and Allergy Foundation of America (AAFA), offering ongoing support to manufacturers before and for the entirety of a product’s certification.
This holistic nature of the Certification Program is explored in depth in the Go Fungal podcast, where Leah McInerney, Global Client Success Manager at Allergy Standards, joins host Matt Cornelison of Fungi Media. Their engaging conversation breaks down how the program goes far beyond testing, supporting clients with science, strategy, education, and marketing to improve indoor air quality and reduce triggers for those living with asthma and allergies.
As Leah McInerney explains:
“We certify products based on independent scientific testing. Companies voluntarily come to us because they want to demonstrate that their products support better indoor air quality and help reduce triggers.”
Unlike many certification schemes that focus solely on compliance or emissions thresholds, the Asthma & Allergy Friendly® Certification Program is a collaborative partnership. It helps manufacturers navigate a complex regulatory environment, avoid potential pitfalls, and improve product performance to positively impact indoor air quality (IAQ).
A Global Program With Local Impact
Headquartered in Dublin, Ireland, the Certification Program is global in scope. Key to the program’s U.S. presence is its partnership with AAFA, one of the most prominent asthma and allergy advocacy groups in the country.
“It’s a truly unique collaboration—one of the only programs of its kind globally,” McInerney noted. “Allergy Standards leads on the science and certification process, while AAFA brings deep patient advocacy and public health expertise, making them equal partners in delivering the program’s impact across the U.S.”
This collaboration also supports social impact efforts. One example is the HEAL (Health Equity and Leadership) initiative, which brings Certified products into underserved communities to help reduce environmental triggers and support long-term health.
A Pathway to Healthier Products
From flooring to insulation to air purifiers and paint, the Certification Program spans over 50 standards. Products undergo rigorous testing for allergens, volatile organic compounds (VOCs), and performance in real-world environments. For instance, insulation is tested for VOCs both after installation and again after 14 days to ensure it meets strict thresholds.
But certification is not just a pass/fail proposition. Manufacturers receive guidance on how to modify products to meet the standards, improving health outcomes and consumer trust in the process.
“We focus on VOCs (volatile organic compounds) which are chemicals that off-gas from materials,” McInerney explained. “We test emissions right after installation and again after 14 days. If those levels are above our thresholds, the product won’t pass.”
Educating Teams, Supporting Sales
A key differentiator of the program is the robust educational support it provides. Private educational webinars are regularly held for clients and their sales teams, offering insights into the Certification Program, the science of asthma and allergies, and how to best leverage certification in the marketplace. This ensures that Certified products are promoted accurately and effectively. These sessions are complemented by broader training initiatives delivered through the iAIR Academy, which offers educational resources on indoor air quality and healthier building practices.
As McInerney explained,
“A key component of our program is the thought leadership, really focusing on spreading the message around indoor air quality and education. Our founders are deeply involved in influential scientific communities, helping to shape and evolve important standards. They’re at the forefront of legislation and indoor air quality management, looking at how high-level strategies can improve our day-to-day environments. That knowledge gets passed directly to our clients, equipping them to lead in the IAQ space and position themselves as innovators in the field.”
That strategy paid off during the launch of Knauf North America’s Certified Performance+ insulation. The campaign’s success was due in large part to its alignment with the certification message and the collaborative support from Fungi Media, Tell Your Story, and others.
Certification That Scales
The Asthma & Allergy Friendly® Certification Program offers more than validation, it’s a full-spectrum marketing and communications support system. Certified partners benefit from press releases, social media promotion, and video storytelling that help amplify their message and grow brand trust.
This visibility has measurable impact. Certification drives website traffic, boosts conversions, and helps products qualify for health-focused government and institutional purchasing programs. Notably, Certified Asthma & Allergy Friendly® paints align with the US. Green Building Council’s (USGBC) LEED program and are eligible for credits for low-emitting materials. Additionally, these Certified products are compliant with WELL Feature X06 Part 1b4 of the WELL Building Standard. This helps companies meet sustainability goals while improving IAQ.
Just as importantly, social impact initiatives like the program demonstrate how Certified products can contribute meaningfully to corporate ESG goals, enabling companies to take measurable action that supports environmental health and community well-being.
Driving Innovation and Raising the Bar
Dr. Jerome Adams and the Asthma & Allergy Friendly® Certification Program founder, Dr. John McKeon
At its core, the Certification Program exists to raise industry standards and deliver better health outcomes. That means ongoing research, thought leadership, and participation in regulatory conversations. Events like ASHRAE’s Summer Conference, where program leaders shared the stage with experts such as Dr. Jerome Adams, the former U.S. Surgeon General, reinforce the program’s commitment to shaping healthier building practices.
A clear example of this collaborative model in action is the success of Knauf North America’s Certified Performance+ insulation portfolio. Working alongside Fungi Media, Tell Your Story, and Legacy Marketing, the Knauf team leveraged their Certification to launch a powerful multimedia campaign that resonated across industry channels.
That momentum continued at a recent high-profile event in Phoenix, Arizona, co-hosted by Knauf North America. The gathering brought together leaders in indoor air quality, healthcare, building science, and environmental engineering, further demonstrating how certification, communication, and science can intersect to drive innovation and healthier indoor spaces.
Certification That Delivers Lasting Value
The Asthma & Allergy Friendly® Certification Program is far more than a technical endorsement, it is a catalyst for positive change in how products are designed, marketed, and ultimately experienced by consumers. Through its unique collaboration with AAFA, its rigorous science-led approach, and its commitment to education and advocacy, the program helps manufacturers not only meet high standards but exceed them, positioning their products as trusted solutions in a crowded marketplace.
This is not simply about passing tests; it’s about long-term partnerships that drive innovation, enhance indoor environments, and deliver real benefits to people living with asthma and allergies. By aligning certification with broader health, sustainability, and social impact goals, the program empowers brands to contribute to improving public health while also advancing their own commercial objectives.
For organizations looking to make a real difference, both in the marketplace and in the lives of millions affected by asthma and allergies, this certification offers a proven pathway to leadership, impact, and success.
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