According to a recent US Cotton Trust Protocol survey, 61 per cent of brands and retailers believe that the pandemic has boosted demand for sustainable products. As companies work towards delivering more sustainable options to meet this growing consumer demand, findings also show 65 per cent of respondents agree that data is important to their future sustainability goals.

Around 63 per cent of brands and retailers stated that the pandemic has had a positive impact on their proactive investment in sustainability with 42 per cent focusing on sourcing sustainably produced raw materials. The US Cotton Trust Protocol underpins and verifies U.S. cotton’s sustainability progress through sophisticated data collection and independent third-party verification, enabling brands and retailers around the world to more confidently source U.S. cotton.

Over the past 35 years, U.S. cotton growers have put real work into the sustainability of their operations. During these years, they have used 79 per cent less water and 54 per cent less energy, reduced greenhouse gas emissions by 40 per cent, all while reducing land use by 42 per cent. Conservation growing practices have further improved soil health, reducing loss and erosion by 37 per cent and increasing soil carbon levels.