The relevance and quality of the Better Cotton Claims Framework is periodically reviewed. The most recent consultation process was carried out in 2018 and resulted in the implementation of several changes. BCI recognises the need for members to communicate about sustainability is growing and evolving, and the Framework must evolve in parallel with these growing market and consumer expectations. The Framework should provide members with accessible, yet credible, claims which allow members to report on, and take responsibility for their actions. Members should have access to claims which demonstrate the commitment they are making to BCI both in their membership, and in their sourcing of cotton as Better Cotton. As such, the review process has aimed to ensure the Framework is succeeding in enabling BCI Members to make commercially relevant and substantive claims that reach varied audiences. These member needs must be balanced with protecting BCI’s credibility and brand identity, managing potential risks and upholding the value of claims for the whole BCI membership community. The Framework must also continue to incentivise members to source increasing volumes of Better Cotton, in turn, supporting our mission of sector transformation.

Updates to the Claims Framework have been made taking into account the substantial time and costs members invest in developing and delivering marketing communications materials and strategies. As such, major changes to the Claims Framework have been made in consultation with members.

Process

Steering Committee