By: Stacey Gorman, Senior Director of Communications, The Cotton Board
If there’s one thing cotton producers know right now, it’s that these are not easy times on the farm. Prices are low, input costs are high, and competition from synthetics just keeps growing. In short, it’s not business as usual out there.
And because it’s not business as usual on the farm, it can’t be business as usual for the Cotton Research & Promotion Program (the Program) either. That’s exactly why The Cotton Board and Cotton Incorporated commissioned a third-party strategic evaluation of the Program, to make sure it is evolving right alongside the industry it serves.
This wasn’t just a “check the box” review. Conducted by Deloitte, one of the world’s leading consulting firms, the evaluation dug deep into how the Program operates and how it can deliver more measurable results. A joint committee made up of Cotton Board and Cotton Incorporated leadership oversaw the work from start to finish to ensure transparency and accountability.
The goal was simple but critical: make sure every cotton checkoff dollar is working harder to build cotton demand and ultimately help growers’ bottom lines.
The evaluation was completed in late Spring, and the results made it clear; the Program is strong, but there are real opportunities to evolve. It recommended smart shifts that build on our strengths and adjust for today’s realities.
Shifting Strategy to Meet Today’s Market
The evaluation led to four major strategic shifts at Cotton Incorporated designed to make the Program more targeted, more efficient, and more results driven.
- A new marketing focus.
For years, much of the Program’s promotional work centered on consumer marketing campaigns, including broadcast television ads. The iconic The Fabric of Our Lives era built broad awareness, but the evaluation found that most fiber decisions aren’t made in a shopping aisle. Those decisions are largely made in the supply chain, by mills, manufacturers, brands, and retailers deciding what fabrics go into their products.
As a result, Cotton Incorporated is now shifting its focus toward decision makers throughout the supply chain. By influencing the people who choose what fibers go on store shelves, the Program can drive real demand for cotton more directly and efficiently.
To support this new approach, Cotton Incorporated has combined its Global Supply Chain Marketing and Consumer Marketing divisions into one unified team under a new Chief Marketing Officer. This structure creates a marketing powerhouse with sharper focus, less duplication, and stronger execution.
- Highlighting cotton’s natural advantages.
At a time when brands and governments are tightening rules around sustainability, cotton’s story is more relevant than ever. Cotton Incorporated is working to position cotton as the natural, traceable, and responsible choice in a world concerned about synthetics and microplastics. Cotton will be promoted as the fiber of choice by emphasizing its quality, sustainability, and compliant advantages. - Focusing on partnerships that move the needle.
Instead of trying to be everywhere, Cotton Incorporated is zeroing in on partnerships with organizations that lead innovation and influence fiber decisions. By working directly with mills, manufacturers, and retailers who are shaping the future of apparel and home textiles, the Program can have a bigger, faster impact on demand. - Measuring impact and adopting a “Fail Fast” mindset.
Perhaps the most significant shift is around accountability. New Key Performance Indicators (KPIs) will track how well each project performs. If a project isn’t delivering results, it can be quickly stopped and the funding redirected to more impactful work. This ensures that cotton checkoff dollars are always working where they can make the biggest difference.
Not Just Keeping Up, Moving Forward
The cotton industry is at a crossroads. Rising costs, market pressures, and sustainability expectations are reshaping how cotton competes in the global marketplace. The Cotton Research & Promotion Program exists to help U.S. cotton meet that moment.
By refocusing resources where they’ll have the most impact, highlighting cotton’s natural advantages, and holding every project accountable for results, the Program is making sure that producer and importer investments are working harder than ever.
This renewed commitment to impact is already shaping Cotton Incorporated’s 2026 plan and budget. Division leaders are setting measurable goals now to ensure that every project reflects the refined strategy and that progress can be tracked every step of the way.
The Cotton Research & Promotion Program isn’t just responding to today’s market, it’s helping to shape the future of cotton demand.
