In 2020, 192 Better Cotton Initiative (BCI) retailer and brand members sourced a record 1.7 million tonnes of Better Cotton, despite the severe disruptions faced by global retail markets due to the COVID-19 pandemic. This marked a 13 percent increase compared to 2019, setting a new milestone for both BCI and the wider cotton industry.
BCI remains the world’s leading cotton sustainability programme, bringing together the entire cotton value chain—from farmers, ginners, and spinners to civil society organisations and global retailers—to make sustainable cotton the industry norm.
Brands Drive Demand While Farmers Gain Investment Support
Among BCI’s nearly 2,000 global members, retailer and brand members play a central role in shaping market demand by increasingly choosing Better Cotton as their preferred raw material. Better Cotton is grown by licensed BCI farmers and often forms a core part of brands’ wider sustainable cotton portfolios, which may also include organic, fair-trade, and recycled cotton.
BCI operates on a demand-driven funding model, meaning that every purchase of Better Cotton directly supports training and capacity-building programmes for farmers. These programmes promote environmentally responsible, socially fair, and economically sustainable farming practices under the Better Cotton Principles and Criteria.
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Supplier and manufacturer members also serve as a vital bridge between supply and demand. In 2020 alone, spinners sourced an impressive 2.7 million tonnes of Better Cotton, ensuring sufficient global supply to meet rising brand demand.
Cecilia Brannsten, Environmental Sustainability Manager at H&M, emphasized the importance of the programme, stating:
“H&M wants to lead the change towards circular and climate-positive fashion. Shifting from conventional cotton to more sustainable sources like Better Cotton is one of the key tools to achieve this. Through BCI, we can create real impact at farm level and support environmentally friendlier and socially responsible farming.”
Paula Lum Young-Bautil, Deputy Director of Membership and Supply Chain at BCI, added:
“BCI members remained focused on their sustainability commitments during a very challenging year. From civil society members supporting farmers with COVID-19 safety measures to commercial brands continuing to source Better Cotton, engagement across the network was stronger than ever. Looking ahead, we expect even more ambitious sourcing plans in 2021.”
With rising brand participation, growing farmer engagement, and record sourcing volumes, Better Cotton continues to strengthen its position as a cornerstone of global cotton sustainability and responsible fashion supply chains.
