Cotton Incorporated

Consumer marketing committee the advertising department launched "Cotton that shaped culture," the new 2023 anthemic campaign. The campaign targeted adults ages 18 to 34, with a female skew, and aimed to highlight the style, durability, and comfort of Cotton throughout the decades while reminding (and showing) the consumer to check the label. The campaign came to life in a cinematic style, taking the consumer through the past five decades of Cotton style to bring them to modern day; reminding them that Cotton has been at the cornerstone of their best memories; and the seal of Cotton trademark is a promise to make more. This 360 effort reaches consumers through television, streaming video, digital media, search engine marketing, and social media. By creating an emotional connection, the campaign aimed to drive awareness of the benefits of Cotton and reinforce the message to check the label to ensure Cotton consideration at time of purchase. The primary objective for the launch year of the campaign was to increase awareness of the work to ensure the campaign reaches the max target (m-f, 18-34) with brand messaging. Utilizing key broadcast channels (abc, fox) as well as targeted cable channels (such as bravo, e!, freeform, hgtv, food channel, and tlc) in combination with the increasingly popular streaming channels (hulu, roku, etc. ), the department was able to reach scale of awareness to the broader target. The strategic priority in media is to prioritize not only video channels, but also speak directly to the millennial and gen z consumer through key digital channels like buzzfeed, well+good, mindbodygreen, and pandora to engage with the target through display, custom, audio, and unique digital moments to encourage action (learn more) and consideration. Closing out the year, the campaign overall in video and digital has delivered over 461m impressions across linear tv, streaming, and digital; 49m digital video completes; and 293.4k clicks. Additionally, separate campaign media supported key messaging campaigns surrounding Cotton athletes (the efforts around supporting Cotton activewear), gaming, the fourth quarter holiday, and sustainability through video, social, influencer, and digital media partners from july through year-end to build upon 2022 results and data. The owned and operated channels (social media and website) continued to focus on relevant style trends, care tips, sustainability messaging, and support of brand partnerships, all incorporating a refreshed social strategy outline aimed at more consumer engagement and thematic creative. The www.fabricofourlives.com homepage was refreshed to make the page more dynamic and increase time spent on site. Production was completed for launch in january 2024. Youth marketing continues to be a key focus for the advertising department, with 2023 initiatives focusing on expansion of youth curriculum with young minds inspired (ymi). Many of the digital and social activities in support of the brand campaign, Cotton naturals, gaming, sustainability, and health & wellness are also targeted to a younger audience (m-f, 18-24). Additionally, corporate branding launched in january in print and online to reach the textile trade. Across macrotrade campaigns, 178 placements have run through november 30. Media ran in print and digital publications such as ecotextile news, rivet, sourcing journal, and wwd. Additionally, the macrotrade campaign ran on linkedin, targeting decision-makers in supply-chain based industries. For 2023, the corporate communications department estimates over 2,290 news items about the company and its activities, representing a reach of over 23.8b. This is a significant increase over the same time period in 2022, which estimated a reach of around 2b at the time. In 2023, media communications were developed and distributed throughout the year by the corporate communications team. By participating in key initiatives, such as satellite media tours for back-to-school and holiday shopping, as well as the promotion of the 50th anniversary of the seal of Cotton trademark, the efforts resulted in 2.5k news stories, reaching a potential audience of nearly 80m. The department also produced and distributed over 700 proactive communications throughout the year, including social media posts, with an estimated reach of over 42.9m impressions. Notable among the corporate communications department's accomplishments during 2023 were the launch and user experience for the lifestyle monitor website, the launch of the 50th anniversary of the seal of Cotton trademark microsite, the development of the 50th anniversary seal of Cotton trademark logo, and activities in support of the sustainability of u.s. Cotton, the corporate strategy and insights (csi) department and its consumer and retail trends data, consumer-facing corporate initiatives such as the blue jeans go green denim recycling program; and further amplification of the cottonseed and cottonseed oil industry. The 50th anniversary of the seal of Cotton trademark was one of the main focuses of the department in 2023. In early may, the department launched a special celebration landing page on the lifestyle monitor website, featuring the story and history of the seal of Cotton, an animated video, a timeline of milestone moments, as well as accolades from industry experts from across the globe. A new treatment for the seal of Cotton trademark logo was also created, including an animated version, and has been already featured in presentations and reports, at tradeshows and on collateral, and in press and social media outreach. The department created ongoing social media content throughout the year to continue the celebration of the seal of Cotton mark, driving traffic to the anniversary landing page. Since its launch in early may, the landing page has become one of the most-viewed individual pages on the lifestyle monitor website, with over 7k views. The blue jeans go green (bjgg) denim recycling program remained resilient throughout the year with strong monthly denim contributions totaling over 600k pieces of denim collected for the year, the second highest collection in the same year-to-date of the program. Brand partnerships were thrilled to see many returning brand and retail participants throughout the year, including abercrombie & fitch, anthropologie, ariat, american eagle outfitters, evereve, express, frank & oak, gap, harley davidson, madewell, old navy, pacsun, paige denim, rag & bone, theisen's, veronica beard, wilco, and zappos to name a few, along with participation from new retailers, including carhartt, dxl big +tall, hemline, jax outdoor, and muji. In 2023, bjgg also worked with several schools and organizations across the country interested in participating and engaging with bjgg, some of which include cobb county electrical, john deere, gulf compress, color fairport green, olam agri, and the California Cotton growers and ginners association. Additionally, working with the advertising team, the team updated and added the bjgg content to ymi curriculum materials in 2023. The denim recycling program continues to thrive due to its unwavering commitment to sustainability, as well as providing information not only to brands and retailers, businesses, and organizations, but also to the larger public about Cotton's inherent circularity. The strategic and retail partnerships area had a highly productive year with its seven sales-conversion-focused point-of-sale programs. From national specialty chain partners to mass e-tailers, a large impact was made at retail with well over 3b seal of Cotton trademark impressions and nearly 50m dollars in sales. Each program was unique with versatile strategies to appeal to each retailer's specific audience. Cotton's messaging ranged from encouraging consumers to check the label to promoting Cotton's inherent natural benefits, to the ease of traveling with Cotton apparel, and extending the 2023 advertising campaign tagline to "make style memories in Cotton." The seal of Cotton mark was attached to every Cotton sku across all programs, and had a combined reach of over 10k apparel, accessory, and home styles. In 2023, corporate strategy and insights (csi) led efforts to identify opportunities and threats for Cotton using market intelligence, including ongoing research of u.s. consumers' attitudes from the lifestyle monitor survey, assessments of Cotton's share at retail through the retail monitor study, and global market and economic research and analysis. Csi provided over 220 information requests; participated in over 100 meetings and presentations; authored almost 200 publications, videos, tv/radio segments, and podcasts; and worked on 25 projects. Work completed by csi during 2023 includes, but is not limited to, the collection and examination of data on more than 12m products offered at retail in the u.s.; the evaluation of over 25k u.s. and 35k global consumers; the update of a comprehensive

Global supply chain marketing the global supply chain marketing division (gscm) is responsible for promoting the use of Cotton in products ranging from apparel to home textiles and consumer items such as diapers, disposable wipes, and hygiene products. The division works globally with staff based in four countries but reaches hundreds of companies in more than 30 countries. The division operates with three strategic objectives to guide the many different marketing and program activities. An important tactic for maintaining a global presence for Cotton is through direct account interaction with mills, manufacturers, brands, and retailers for the apparel, nonwovens, and home products markets. Gscm staff focus their efforts on influencing major brands and retailers through coordination of various company resources, with the goal of influencing the use of Cotton versus other fibers. During 2023, gscm staff conducted more than 543 meetings with companies in the manufacturing supply chain including key brand and retailer accounts. Gscm implemented several activities aimed at technology and trademark promotion: - staff launched a new technology for performance sheets, restech Cotton technology. - an outdoor retailer in the u.s. Adopted the use of tough Cotton technology on a variety of men's performance products. - a u.s.-based sock manufacturer adopted the use of tough Cotton technology. - a well-known u.s.-based apparel brand expanded the use of purepress technology on a variety of product categories for men's, ladies, and childrenswear. - a european intimate apparel brand licensed the natural blend trademark on a collection of wearable feminine hygiene products. - a u.s.-based sock manufacturer licensed the natural blend trademark. - an outdoor apparel retailer in the u.s. Adopted the use of tough Cotton technology. - a well-known international athletic brand continued the use of the transdry technology on performance undergarments for men. - a well-known u.s.-based workwear brand continued using tough Cotton technology across a variety of products, both knit and woven. - a u.s.-based retailer is continuing to use the tough Cotton technology on their girl's leggings. - a u.s.-based brand is continuing its tough Cotton program on boy's pants. - a u.s.-based workwear brand is continuing to use the tough Cotton technology. In 2023, staff demonstrated success increasing brand awareness in non-traditional markets, innovating ways to engage trademark licensees, and marketing the power of the seal of Cotton trademark at prominent industry tradeshows. In the first half of the year, staff exhibited at two tradeshows: a first-time presence at natural products expo west (anaheim, ca) in march and a return to index (geneva, switzerland) in april. Booths at both shows and a product showcase at expo west featured a celebratory theme of the 50th anniversary of the seal of Cotton trademark. In the second half of the year, staff exhibited at world of wipes (wow), nacds total store expo, plastic waste free world, and hygienix. Tabletop and booth set-ups featured the 50th anniversary theme that proved effective in the first half of the year, and for plastic waste free world, staff highlighted circularity and recycling with a blue jeans go green booth. Additionally, staff sponsored lanyards and some welcome receptions at the following events: world of wipes (wow), rise, plastic waste free world, and hygienix. In 2023, forty-five technical education workshops were held with over 1,200 attendees. In person workshops have proven to be the most effective means of learning. However, a small number of virtual workshops on specific, narrow topics were also held for those unable to travel. New topics this year included color comments and communication, establishing product standards, understanding fabric defects, understanding product defects, value engineering, and regional denim manufacturing. The purpose of these workshops was to provide detailed technical information and training on relevant topics important for Cotton.

Agricultural research the agricultural and environmental research department (aerd) manages the program area that most directly influences u.s. Cotton producers. Its unique mission is to improve the profitability of u.s. Cotton production by funding the creation of agricultural innovations and their adoption by Cotton producers. Aerd had five key strategic areas for 2023: pest management, cottonseed, sustainability support, emerging technologies, and genomics. For pest management, aerd regularly works on delivering strategies that will promote profitability, sustainability, and conservation. Research was conducted to study the genetics/physiology of herbicide resistant weeds. This research may ultimately allow for reversal of herbicide resistance, decreased weed seed viability, or identify other weed life cycle vulnerabilities. Entomology research focused on improving thresholds, scouting and insecticide recommendations, and monitoring for resistance to bt proteins and conventional insecticides. Pathology research focused on solutions for fov4, target spot, areolate mildew, nematodes, as well as current and emerging seedling disease threats. Cotton Incorporated's objective for the cottonseed program is to add value to cottonseed through research and promotion. Cottonseed research has continued to focus on three key areas: human nutrition, animal nutrition, and oil content and quality. Cottonseed oil (cso) has been of key interest, and the program has honed in on human nutrition of cso consumption. Sustainability support runs across all areas of aerd research, but specifically, staff funded research on optimizing management strategies for soil health as well as nutrient use efficiency. For emerging technologies, harvest and ginning researchers evaluated alternative defoliation and harvest systems, as well as rfid technology for mapping fiber quality. Finally, for genomics, efforts are underway to complete the Cotton pangenome and develop fov4 resistant germplasm. This pangenome will replace tm-1, the historical reference used in upland Cotton research, to drive Cotton improvement for years to come. In 2023, the sustainability division focused on the primary goal of enhancing the Cotton industry's sustainability standing. We accomplished this objective by focusing on five key areas: advancing sustainable Cotton production goals and the u.s. Cotton trust protocol, conducting research on Cotton biodegradation and circularity, performing sustainability assessments and generating new sustainability data, engaging and leading in ngo sustainability organizations, and communicating Cotton sustainability. By delivering in these core areas, the division has continued to improve Cotton's sustainability reputation and contribute to the mission of improving demand for and profitability of Cotton. This year, the team continued to work closely with the u.s. Cotton trust protocol (ctp), field to market, and the Cotton leads program to support the u.s.'s ten-year sustainability goals. Engagement with organizations continues to be essential in supporting reduced environmental impacts of Cotton production, generating measurable metrics, and communicating the results to the supply chain. The division continued to support the ctp and their new u.s. Climate smart Cotton program, with a focus on grower enrollment and incentivizing the adoption of climate-smart agricultural practices. The company remained involved in field to market's committees to keep the fieldprint calculator tool relevant for Cotton and up-to-date with the latest Cotton data. Work was continued with Cotton leads to communicate the sustainability achievements of the u.s. and australian Cotton industries to brands, retailers, and manufacturers to stimulate Cotton consumption. Broadened Cotton circularity research included more end-of-life options for the industry in collaboration with the product development and implementation division. An expanded focus in 2023 included Cotton composting, bioenergy, and biochar. Additionally, there was continued critical engagement with the sustainability standards community. This allowed the division to guide the conversation around Cotton and sustainability to ensure Cotton is fairly represented, particularly with respect to the circular economy. Further, collaboration with the agriculture and environmental research (aerd) and pdi divisions developed strategies to bolster more sustainable Cotton and textile production. With the consumer marketing and global supply chain marketing divisions, the division delivered sustainability messages via online webinars and continued content development for the cottontoday, Cotton leads, and cottonworks websites. In 2023, the sustainability division effectively enhanced Cotton Incorporated's role as a leading authority in Cotton and sustainability. Efforts continue to solidify the division's position as a vital resource for the industry.