Meeting the Moment: How the Cotton Research & Promotion Program Is Evolving to Build Demand for Cotton

A new refined, future-focused marketing strategy will help make every checkoff dollar work harder for the cotton industry.

^{By Bill Gillon}
It’s no secret that 2025 has tested the resilience of U.S. cotton farmers and the global cotton industry. High input costs, volatile markets, increased competition from synthetics and Brazilian cotton, and mounting regulatory pressures have made it harder than ever to stay profitable. In this climate, standing still is not an option.

That’s why The Cotton Board and Cotton Incorporated jointly commissioned a third-party strategic evaluation of the Cotton Research & Promotion Program, conducted by Deloitte. We needed to assess current Program strategies and make the changes necessary to ensure a greater impact on cotton demand. We also needed the Program to be more internally accountable for results and more responsive to industry concerns.

The results of this evaluation have sparked a refined, future-focused strategy — one designed to make every checkoff dollar work harder.

Cotton Incorporated is shifting its approach in many areas. Importantly, it has combined global and consumer marketing divisions into one unified marketing powerhouse to be led by a new Chief Marketing Officer. There will be more emphasis on the middle of the supply chain where fiber decisions are made, meaning mills, manufacturers, brands, and retailers.

“For brands, the choice to use cotton isn’t just a matter of style or comfort or even consumer preference — it’s a smart business decision.”

By influencing the decision-makers who determine what ends up on store shelves, we can drive demand more directly and efficiently.

Secondly, the Program will lean even more into cotton’s natural advantages. While most shoppers already know cotton is cool, breathable, and comfortable, that knowledge doesn’t always result in cotton ending up in their carts. That’s something the Program is determined to change. Our mission is simple: get more cotton on store shelves and into the hands of consumers who care about quality, comfort, and sustainability.

For brands, the choice to use cotton isn’t just a matter of style or comfort or even consumer preference — It’s a smart business decision. Around the world, governments are tightening rules on sourcing, sustainability, and product transparency. Choosing cotton means brands will be better prepared to meet these demands. The Cotton Research and Promotion program has funded enhanced traceability through the U.S. Cotton Trust Protocol. Sustainability and traceability programs can help brands show exactly where their cotton comes from, opening doors to domestic and global markets, and winning the trust of consumers.

In challenging times, leadership means adaptation. By concentrating efforts where they have the greatest impact, the Cotton Research & Promotion Program is not just responding to today’s market, it’s shaping the future of cotton demand.