COTTON: A CASE STUDY IN MISINFORMATION

CALLS TO ACTION FOR

BRANDS AND INDUSTRY

 
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  1. Increase data literacy in your teams; take the time to translate CSR data reports into honest marketing claims.

  2. When creating marketing claims, use data only as it was intended to be used. Don’t compare findings that aren’t comparable, be careful changing the wording on claims, as it can change the meaning and tip into misinformation.

  3. Don’t use data to demonize or problem switch. Use it instead to improve. 

  4. If you are dedicated to progress, be transparent with your data. Even in marketing, state the primary source and fact check yourself. 

  5. Make data-based decisions and make sure that people with high-quality data sets are driving decisions. 

  6. Acknowledge that we need better data. When possible, co-invest in filling in the data gaps.

  7. Add the missing context (i.e. do not state % of savings without letting the consumer know how these are calculated and against what).

 
“The supply chain now has the opportunity to work together to make changes they could never make alone. This report identifies and illuminates the many problems that are fixable with collaboration and shared intentions not only from factories and mills, but from NGOs, governments, brands, retailers, importers, and the people who love to wear denim. This report is just a first step, you’ll be seeing more from us in the months ahead.”
— Andrew Olah, Transformers Foundation Founder.

Our hope is that if the stakeholders come together to follow our recommendations and find success, the denim industry can inspire the rest of the apparel and accessories industry as we look toward a more transparent future.

#stopmisinformation #RethinkYourdata

For more information: download the full report or return to our report page.