The fashion industry continues to make false claims without taking into account the varied conditions for cotton farming, says a report by Transformers Foundation. Titled, ‘Cotton: A Case Study in Misinformation, the report lays out a roadmap for accurate data research and industry-wide transparency. The ‘de-bunking’ section of the report highlights the portrayal of cotton as a “water-hungry” crop. It notes cotton consumes lesser irrigated water per hectare than rice, wheat, maize, soybeans and many vegetables. Unsubstantiated claims in the report are highlighted using a traffic light system.

Creating an actionable change

An European Commission report also highlights the deceptive sustainability claims made by several brands and companies. Debunking these false claims can help foster trust within the community and create an actionable change, says the report by Transformers Foundation. Highlighting rising pressure on farmers, the report focuses on the culture of distrust created due to a lack of education of cotton farming practices. It does not include aspects like the evaporation of water into the atmosphere during the growth cycle. Marc Lewkowitz, President and CEO, Supima says, brands tap into certifications to prove sustainability claims. However, they do not take the required efforts to monitor supply chains.

A blueprint for future research

There are a few instance of this in the report, in terms of pesticides use, says Elizabeth L Cline, author of the report. Pesticide sales figures indicated in the report are misinformed and do not correspond to pesticide use in farms. This data gap fuels a lot of mistrust about pesticides. Therefore, this report can be used as a blueprint for better research into specific areas that don’t have as much data, she adds.

Brands need to take small steps to take control of their supply chains, says Lewkowitz. They can achieve true sustainability through accurate data and metrics.