TN-COTTON-TRUST-PROTOCOL
A recent global survey shows 54 percent of sustainability leaders at apparel and textile brands say they’ve seen their customers’ demands for environmentally sustainable practices and products increase since the beginning of the COVID-19 pandemic, but 59 percent said they believe customers will still continue to prioritize price when making purchases.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20200716005189/en/
The U.S. Cotton Trust Protocol conducted this survey to find how sustainability programs at brands and retailers had changed in a post-COVID world.
The survey found that 43% of respondents believe COVID-19 has had a positive impact on investments in sustainability efforts during this period, while 40% believe it has had a negative impact. Likewise, they believe their customers are facing the same struggle between their pocketbooks and the environmental concerns -- when asked to rank how they believe customers will prioritize their purchases in the next year, respondents ranked the top two priorities as “Getting the best possible deal” and “Brand or retailer alignment with their personal values.”
“It’s clear that COVID-19 has caused economic challenges up and down the supply chain, but this survey shows that companies and their customers remain focused on sustainability,” said Dr. Gary Adams, president of the U.S. Cotton Trust Protocol.
“As we enter recovery in many countries, systems like the Trust Protocol will be more important than ever so brands can have the data they need to show they are meeting their science-based targets,” said Dr. Adams.
Vocal customer demand for sustainability
Fifty-four percent of respondents said that their customers’ demands for more environmentally sustainable practices and products has “significantly” or “somewhat” increased since the beginning of the pandemic, and 42% said that those customers are also more vocal in those demands. Almost half of all respondents seemed to believe that their customers are more likely to hold them accountable at the register for those actions – almost half (48%) said they believed customers would switch brands if their company didn’t meet its sustainability commitments.
Continued focus on sustainability in the supply chain
While some (9%) report pausing most or all sustainability initiatives due to COVID-19, most companies continue to focus their sustainability efforts on manufacturing (25%), sourcing of raw materials (25%) or traceability (11%).
European brands continue to invest in sustainability efforts, despite COVID-19
COVID-19’s impact on companies’ investments in sustainability initiatives differs drastically by market – North American respondents are least likely to invest, where only 26% of respondents believe COVID-19 has had a positive impact on sustainability investments at their company. While in Europe, six out of 10 (63%) respondents said the pandemic has had a positive impact on their company’s sustainability efforts, and in Asia, 46% of respondents said they believe there have been increases in proactive investments in sustainability initiatives. With Asian European sustainability initiatives benefiting from the impacts of COVID-19, market-specific conditions may play a larger role in the future of sustainability than global factors.
Many companies are looking for ways to buoy their sustainability programs through the pandemic – focused on holding the course with increased help of outside partnerships (62%) until they can afford to reinvest in big new innovations. Meanwhile, they are increasingly focused on improving the transparency in environmental reporting (59%); improving sustainability in sourcing (63%); and aligning with external sustainability standards or protocols for their existing programs (59%).
Methodology
U.S. Cotton Trust Protocol sponsored the online survey, issued from June 21-July 5, 2020, among 138 senior executives involved in or fully in charge of sustainability decision-making at their company from eight global markets.
Respondents were recruited using a combination of Sourcing Journal and an industry-leading panel partner.
Respondents from North America, Europe and Asia are strongly represented in this research. Results reflect experiences across a diverse range of textile-based industries: Home goods, footwear, accessories, fabrics and apparel.
About the U.S. Cotton Trust Protocol
In a period of ever-greater supply chain scrutiny and a growing demand for transparency, the U.S. Cotton Trust Protocol will set a standard for more sustainably grown cotton. It brings quantifiable and verifiable goals and measurement to the issue of responsibly-grown cotton production and drives continuous improvement in key sustainability metrics.
The Trust Protocol underpins and verifies U.S. cotton’s progress through sophisticated data collection and independent third-party verification. Choosing Trust Protocol cotton will give brands and retailers the critical assurances they need that the cotton fiber element of their supply chain is more sustainably grown with lower environmental and social risk. Brands and retailers will gain access to U.S. cotton with sustainability credentials proven via Field to Market, measured via the Fieldprint Calculator and verified with Control Union Certifications.
The U.S. Cotton Trust Protocol is overseen by a multi-stakeholder Board of Directors comprised of representatives from brands and retailers, civil society and independent sustainability experts as well as the cotton-growing industry, including growers, ginners, merchants, wholesalers and cooperatives, mills and cottonseed handlers.
Visit us online at:
TrustUSCotton.org
Follow us at:
https://twitter.com/trustuscotton
https://www.facebook.com/trustuscotton/
https://www.instagram.com/trustuscotton/
https://www.linkedin.com/company/responsibleuscotton/
View source version on businesswire.com: https://www.businesswire.com/news/home/20200716005189/en/
About Business Wire
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Belkin Achieves Qi2.2 Certification for Its Upcoming Products, Unlocking the Future of 25W Wireless Charging15.7.2025 19:06:00 CEST | Press release
With Qi2.2 certification, Belkin reinforces its commitment to quality, safety, and performance for the next generation of wireless charging Belkin, a leading consumer electronics brand for over 40 years, today announced it has received official Qi2.2 certification from the Wireless Power Consortium (WPC) for its upcoming products. As one of the first accessory brands to deliver Qi2.2-certified devices, Belkin is helping bring the next generation of wireless charging to market – enabling faster wireless charging speeds, broader compatibility, and improved performance for consumers. Belkin’s close partnership with the WPC since 2015 has been instrumental in bringing these advancements to consumers. As an early adopter and long-time contributor to WPC standards, Belkin was selected as one of a small group of trusted manufacturers to test and certify Qi2.2 products ahead of the broader industry rollout. All Belkin products undergo rigorous safety, quality, and performance testing. The comp
Cessna Grand Caravan EX to Feature New Executive Interior Options, Expanding Opportunities for Elevated Missions15.7.2025 18:05:00 CEST | Press release
The legendary Cessna Grand Caravan EX will now feature three new executive interior schemes for customers to select when designing their aircraft cabin. The Lunar, Obsidian and Saddle Sport interiors join the existing Canyon and Savanna schemes, providing a broader range of standard choices. The new interior options are available to customers starting this month and allow them to further tailor the interior of their aircraft based on their personal preference or mission. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250715021096/en/ Cessna Grand Caravan EX to feature new executive interior options, expanding opportunities for elevated missions (Photo Credit: Textron Aviation) The Cessna Grand Caravan EX is designed and manufactured by Textron Aviation Inc., a Textron Inc. (NYSE:TXT) company. Premium versions of each of the new interiors are also available, featuring quilted seat stitching and plush carpet, providing an elev
7 Million Tokens Sells Out in less than One Hour—$MBG Token Pre-Sale Shatters Expectations15.7.2025 17:27:00 CEST | Press release
MultiBank Group, the world’s largest and most regulated financial derivatives institution, has set a new benchmark in digital asset launches. The Group’s $MBG Token Pre-Sale sold out in less than one hour with all 7 million tokens fully subscribed across MultiBank.io and Uniswap. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250715055611/en/ The Group’s $MBG Token Pre-Sale sold out in less than one hour with all 7 million tokens fully subscribed across MultiBank.io and Uniswap. Commenting on the success of the Pre-Sale, Naser Taher, Founder and Chairman of MultiBank Group, said: “The sell-out of our initial $MBG Token offering in less than one hour is a decisive validation of our vision. In a market saturated with speculation, the response we received confirms that institutional-grade transparency, regulatory integrity, and asset-backed value are what investors are now demanding. $MBG is here for the long term, reflecting t
First Patient Enrolled in National Cancer Institute’s Vanguard Study Evaluating Guardant Health’s Shield Multi-Cancer Detection Test15.7.2025 17:01:00 CEST | Press release
Study addressing feasibility of using multi-cancer detection tests in future trials aims to enroll up to 24,000 participantsShield MCD reviewed by FDA as part of NCI’s investigational device exemption (IDE) Guardant Health, Inc. (Nasdaq: GH), a leading precision oncology company, today announced that patient enrollment has begun in the National Cancer Institute (NCI)’s Vanguard Study to evaluate emerging multi-cancer detection (MCD) technology. Guardant’s Shield™ MCD test was selected for use in the four-year study, which aims to enroll up to 24,000 patients and evaluate the use of MCD tests—blood tests that can screen for several types of cancer simultaneously—in future randomized controlled trials. Guardant’s Shield MCD test was chosen for the study based on the overall performance of its Shield platform in detecting 10 cancer types, including lung, breast, colorectal, prostate, bladder, ovarian, pancreatic, esophageal, liver and gastric. The data were presented at the 2025 American
Deltatre Announces Acquisition of Endeavor Streaming to Create Digital and Streaming Platform Leader15.7.2025 16:15:00 CEST | Press release
Deltatre, a leading international provider of streaming, digital, data, and graphics solutions for the sports, media, and entertainment industries, today announced it has entered into a definitive agreement to acquire Endeavor Streaming from Endeavor Group Holdings, Inc. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250715833650/en/ Deltatre announces acquisition of Endeavor Streaming. In bringing together these complementary and proven digital and OTT providers, Deltatre is joining its advanced product suite – D3 VOLT, FORGE, AXIS, and DIVA, which delivers multi-functional digital experiences with integrated video – with Endeavor Streaming’s pure-play OTT product, VESPER. They will also unite their digital strategy, consulting, and direct-to-consumer growth marketing services. The combined business will be best equipped to deliver for sports, media, and entertainment clients through a compelling and comprehensive range of
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom