Major brands have increased their use of so-called Better Cotton.
Cotton, the most widely used natural fiber, is considered the world’s dirtiest crop because of its heavy use of pesticides—its cultivation accounts for up to 17.5 percent of global insecticide sales, according to some estimates. So in recent years, several apparel and home-goods companies, including Eileen Fisher, Patagonia, and Nike, have used organic cotton, grown by farmers who eschew pesticides and enrich their soil with compost.
That’s good for the environment but raises another big problem: Organic cotton is too expensive for average shoppers. Organic fiber cost as much as $2.20 per pound, vs. about 61¢ for conventional cotton, in the 2015-16 growing season. That’s kept demand low; less than 1 percent of the world’s cotton production is organic.
“That’s one of the aims, to make Better Cotton mainstream and make it available for the masses” – Ulrika Hvistendahl, sustainability spokeswoman for Ikea
Over the past nine years, Ikea, Zara-parent Inditex, and H&M, among others, have signed on to the Better Cotton Initiative (BCI), a coalition of farmers, garment makers, and retailers committed to producing and using sustainable cotton at accessible prices. BCI farmers are taught how to grow sustainable cotton using less pesticide and water—reducing stress on the environment—at a cost close to that of regular fiber. “That’s one of the aims, to make Better Cotton mainstream and make it available for the masses,” says Ulrika Hvistendahl, sustainability spokeswoman for Ikea. Since 2009 the retailer has increased the percentage of Better Cotton used in its products, from sheets to furniture. In fiscal 2015, 70 percent of the cotton Ikea used was Better Cotton.
Environmentally Correct T-shirts are too Expensive for Many Shoppers
Similar efforts, like Bayer CropScience’s e3 sustainable cotton program, which works with farmers to ensure they’re producing cotton responsibly, are increasing supplies of sustainable cotton. The material can help companies appeal to millennials and environmentally minded customers. “Offering a product with a sustainability cachet but not the added cost may meet the sweet spot of pleasing both a consumer’s conscience and wallet,” says Bloomberg Intelligence analyst Gregory Elders.
In 2015, Nike and H&M used more sustainable cotton than organic cotton for the first time. Better Cotton has grown to around 12 percent of global cotton production in 2015, vs. 0.5 percent for organic, according to BCI. Says BCI Chief Operating Officer Lena Staafgard: “By 2020 our goal is to reach 5 million farmers worldwide and account for 30 percent of global cotton production.”
Cotton Crib Sheet
*More than 27 million tons of cotton are produced annually in over 85 countries
*Ikea uses 1 percent of the world’s cotton
*It can take up to 713 gallons of water to make one T-shirt, according to the World Wildlife Fund
*This story first appeared on Bloomberg