Cotton Incorporated appoints Bev Sylvester as its first chief marketing officer to drive demand for cotton. Sylvester brings over two decades of experience in marketing and branding in the apparel and textiles industry. The organization aims to bolster its marketing efforts to compete with synthetic materials and promote sustainability.

Sylvester’s experience aligns with Cotton Incorporated’s focus on marketing as an ingredient brand. The organization emphasizes the importance of marketing in driving cotton demand and adoption, particularly against synthetic materials. Sylvester’s background in the synthetic industry is expected to help position cotton as a natural solution.

Cotton Incorporated unites its global supply chain marketing and consumer marketing teams under Sylvester’s leadership to create a comprehensive marketing strategy. The organization aims to engage key decision-makers in the textile value chain to increase cotton adoption. Sylvester’s industry experience will play a crucial role in this merged marketing focus.

Cotton Incorporated’s sustainability efforts have expanded to include compliance, traceability, and circularity. The organization is positioning U.S. cotton to meet the industry’s growing sustainability needs. With a focus on consumer insights and innovation, Cotton Incorporated aims to position cotton as the sustainable fiber of choice.

The organization’s marketing approach has evolved to adapt to changing consumer trends and regulations. Cotton Incorporated targets a demographic of 18- to 34-year-old women who value natural materials and sustainability. The organization also adjusts its marketing strategies to cater to shifting markets, such as increased cotton fiber sales in countries like India, Pakistan, and Bangladesh. Cotton farmers are facing challenges like rising input costs, low market prices, and trade hurdles. Cotton Incorporated is focusing on generating demand to support growers. Marketing initiatives aim to stimulate downstream demand and maximize the investment made by cotton growers into the program.

The organization’s mission to increase cotton demand and profitability resonates with employees. The passion for producers is evident in the team’s commitment to the mission. Interviewees quickly understand that the mission is more than just a concept—it guides the organization’s work and values.

Policy, like the Buying American Cotton Act (BACA), could increase demand for cotton. The BACA, recently reintroduced in the House, aims to support U.S. cotton demand. Procurement decisions and sourcing frameworks influenced by policies can impact cotton in the marketplace. The BACA plays a crucial role in supporting domestic cotton demand.

Read more at Yahoo Finance: Cotton Incorporated Creates CMO Role, Unifies Marketing Teams to Support ‘Demand-Building Mode’