Better Cotton is working to drive long-term impact by promoting more equitable and sustainable cotton production. Over the past 15 years, it has aligned over 20% of global cotton production with its standards by balancing rigorous assurance and adaptable frameworks for farmers.

The organization is now transitioning into a certification scheme to meet new legislative demands and enhance its credibility. This shift, supported by evolving EU regulations such as the Directive on Empowering Consumers for the Green Transition (ECGT), aims to strengthen traceability and increase demand for sustainable cotton.

This journey will also introduce a new product label, allowing retailers and brands to showcase their commitment to sustainability. Better Cotton is engaging supply chain members in this transition and will conduct public consultations on updates to its assurance approaches in the coming months.