H&M, Marks & Spencer and IKEA are only 3 of the growing number of global marketers being recognised by the Better Cotton Initiative for their use of sustainable cotton. The ranking shows which retailers and manufacturers are actively seeking out ethical sources of cotton grown in earth-friendly ways.
World Wildlife Federation, with funding from IKEA, piloted the original initiative to grow cotton sustainably. Now that effort has grown into an international movement.
Brands such as Asos, Nike and M&S recently pledged that all of their cotton goods will be made from sustainably grown cotton by 2025. As part of their pledge, these brands will annually publish their performance in progressing towards this commitment.
In addition, marketers are also looking to increase sustainability by sourcing wool and other materials in ways that protect the environment and the workers. Stella McCartney, for example, has achieved Cradle to Cradle Gold certification for the wool used in its fashion products.
More brands are choosing this method of differentiation, knowing that many consumers pay close attention to sustainability factors when making a purchase decision.
