Incentives Matter: Why Environmentalists, Retailers and NGO’s are Slowly Strangling the Cotton Industry

Summary: The world cotton industry is being slowly strangled by loss of market share to polyester. Campaigns of demonization contribute to this strangulation. As one example, the C&A Foundation Annual Report 2014 uses evocative language, exaggeration, and repetition of allegations years out of date to demonize, rather than inform, in the service of enhancing the C&A brand. The report is unremarkable, except that it is recent, and serves as an example of efforts by NGO’s, retailers and environmentalists to build sales and enhance careers, while undermining the livelihoods of tens of millions of cotton households. Only by volubly challenging those who demonize, with public, specific, fact-based rebuttals, will the cotton industry be able to make demonization expensive and thus shift the structure of incentives that currently makes demonization profitable.

12a. C&A Foundation report 2014