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.
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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 Business and Drapers as well as the Economist Intelligence Unit and of course, social and earned media, including Sourcing Journal and Parliament Magazine.
