BCI Pioneer Members are generating more publicity than ever about their commitment to improving cotton production, following a strategic push in the first quarter to provide our members with improved marketing support. Their efforts send a clear message to their consumers that they are committed to more responsible cotton sourcing, as well as to other members about the importance and value of actively naming BCI as a key part of their sustainability portfolios. Our members are a vital part of driving improved awareness and perception of BCI in the supply chain and to consumers, creating increased demand for Better Cotton.
Levi Strauss & Co: Consumer Awareness campaign launch, highlighting their work to reduce the impact of cotton consumption, 17th March 2015
Following a detailed Life Cycle Assessment, Levi Strauss & Co. announced that they have saved 1 billion litres of water since 2011 through different efforts to reduce the impact from their products, including their Water<Less™ process and their work with Better Cotton grown by farmers trained to grow cotton using less water. They plan to work with their global supply chain to achieve their goal of sourcing approximately 75% Better Cotton by 2020.
H&M: ‘Sustainable cotton goes mainstream through the Better Cotton Initiative’, Guardian partner zone, 16th March 2015
This media partnership piece introduces H&M’s work with BCI to a wider audience, before potentially developing more targeted communications for consumers. “Cotton is our most important raw material by volume, so it’s vital to our long-term business success. It’s our responsibility to help safeguard cotton’s future and BCI’s approach offers a smart, pragmatic and inclusive way to achieve this.” Henrik Lampa, H&M’s environmental sustainability manager.
Better Cotton accounts for around 16% of H&M’s cotton sourcing, and the retailer aims to source 100% of their cotton from sustainable sources by 2020.
adidas Group: ‘adidas Group exceeds 2014 Better Cotton target’, 24th February 2015
adidas Group’s recent announcement underlined the tangible achievements and progress being made by BCI members, publicising that they have exceeded their sustainable cotton target for 2014, sourcing 30% of their cotton as Better Cotton against a plan of 25%.
“At the adidas Group, we are constantly trying to increase the use of more sustainable materials for our products, and Better Cotton is a clear success story for us.” John McNamara, adidas Group SVP sourcing.
IKEA: feature in the 2015 IKEA catalogue, across multiple regions and languages.
IKEA chose to place a double-page spread in a prominent position in the opening pages of their 2015 catalogue, both online and in print, and across multiple regions and languages. The feature also includes a video highlighting their work with WWF to train farmers in BCI methods for more sustainable cotton production.