Cotton: A case study in misinformation
CALLS TO ACTION FOR
MEDIA
Understand that numbers are not in fact objective. They are normative. Be unafraid to challenge statistics and data, as you can play a key role in addressing quality information issues.
Be more frank about the tentativeness of studies and other scientific knowledge you're reporting on. Lean into the gray area. The nuance in fashion and cotton also leads to more stories and more interesting stories than cotton is “good” or cotton is “bad.” You can empower readers' critical thinking.
Commit to better understanding of scientific language and processes.
Always locate and cite the primary source. Don't let your reporting quality be lowered by citing secondary sources that lead to a trail of broken links.
Resist the temptation to create clickbait by promoting a single satisfying statistic or exaggerated claim with a misleading takeaway.
If you have the leverage, ask your company to invest in fact-checkers and/or give time or extra budget for reporters to do their own fact-checking.
“Transparency and traceability prove authenticity. We envision a future where farmers tabulate the amount of pesticides they use, the amount of water they use, all of the different inputs to compare this with their yield and continue retrieving the stream of data to a product’s end of life,”
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.