8 – Influencing change

B ett er C ot t o n / V i b h o r Y a d a v, Ko d inar, Gu j arat, In dia. 2019

Key developments 2021–30

Embracing our leadership position in cotton & sustainability Enabling more evidenced-based communication of impact Developing consumer-facing branding & claims for Better Cotton More active promotion of Better Cotton to new members, markets & stakeholders Strengthening resources in media & crisis management Developing new capabilities in influencing and public affairs

These ten years will require a step change in the way we manage Better Cotton’s brand assets, reputation and communications, as well as the way we equip our members (particularly retailers and brands) to communicate their own involvement with Better Cotton to their customers and consumers.

Better Cotton’s scale and reach has made us a leader within the sector and one of the most successful sustainability standard initiatives globally. But until now, we have not sought actively to build a wider profile for Better Cotton or awareness of Better Cotton beyond our members, partners and key stakeholders. We have been slow to embrace our leadership position, as well as ill-prepared to respond to reputational threats.

8.1 Influencing

To achieve our goal of national embedding in select countries and to assert a leadership position globally, Better Cotton needs to increase its investment in influencing.

Specifically, we will:

Leverage Better Cotton’s global partner network

Many of our stakeholders and partners are global or international organisations, with their own networks and spheres of influence. Better Cotton has reached the scale to work with these organisations to expand its sphere of influence into the global policy arena. Better Cotton will seek to participate in influential policy networks, conferences and meetings, and engage through dedicated advisory and advocacy support with national governments, the EU, international development banks and UN organisations.

Create new levers on demand & uptake

Where possible, Better Cotton will work with members, IPs and civil society organisations to encourage governments and regulators to create the right incentives, levers and penalties to accelerate sustainable production and consumption as well as change practices in public procurement. We will also engage directly with investors, banks and organisations that advocate responsible investment, promoting the inclusion of Better Cotton in their investment criteria.