Better Cotton’s 2030 impact-delivery strategy

Alan McClay, CEO of Better Cotton, talks with Toby Webb about the challenges faced delivering market transformation in the cotton sector. Better Cotton’s recently set 2030 target on greenhouse gas emissions is for a 50% reduction per tonne of cotton. Other targets – on lower pesticide use, gender empowerment, farmer livelihoods and soil health – will be released during 2022. For McClay, success will mean delivering real impact and continuously, so that brands will be able to sell cotton products that have the good story that they want to tell.