The U.S. Cotton Trust Protocol | Setting a new standard for sustainably grown cotton
In a period of ever greater supply chain scrutiny and a growing demand for transparency and traceability, The U.S. Cotton Trust Protocol sets a new standard for more sustainably grown cotton. It brings quantifiable and verifiable goals and measurement to sustainable cotton production and drives continuous improvement in key sustainability metrics.
A central part of our strategy was to align the Trust Protocol with the United Nation’s Sustainable Development Goals (SDGs), The Fashion Pact and to position it as a complement to existing voluntary standards in order to maximize adoption.
Working across sectors, capabilities and continents, the H+K team supports the Trust Protocol proposition, brand and all communications assets: from the logo, visual identity, tagline and behavioral science-led messaging, to the website to sales strategy and materials.
The team introduced the Trust Protocol through a cross-PESO approach which used video, a digital roundtable, a webinar attended by 350+ brands and retailers, sponsored content in sourcing and sustainability titles and a robust earned and social media strategy, reinforced with COVID-related research.
H+K has worked with both ends of the supply chain to sign on to the Trust Protocol, from growers through to brands and retailers. This uses a content-rich program which includes animations, podcasts, video, partnerships with leading fashion titles Vogue Businessand Drapers as well as the Economist Intelligence Unit and of course, social and earned media, including Sourcing Journal and Parliament Magazine.
On October 13, The Economist Intelligence Unit released ‘Is Sustainability in Fashion?’ a new report that was created in partnership with the U.S. Cotton Trust Protocol. The U.S. Cotton Trust Protocol is working with brands and cotton producers to produce sustainable cotton and provide data to brands and growers, and The Economist Intelligence Unit report showcases how vital this is right now. Our H+K team promoted the report across social channels and secured the President of the U.S. Cotton Trust Protocol appearances on two separate panels to speak about the report and the importance of the Trust Protocol. Over three days it generated over 90 media articles and more than 4,000 impressions across social media. The launch drove hundreds to participate in these virtual panels and learn more about the U.S. Cotton Trust Protocol.
2021 - The Journey to Adoption
Head to the U.S. Cotton Trust Protocol social channels: