How the Seal of Cotton Has Stood the Test of Time

Oct 14, 2023

Cotton plays an integral role in consumers’ daily lives through clothing, home textiles, hygiene products and even food via cottonseed oil. Beyond serving fashion and functional purposes, cotton holds an emotional appeal for consumers, which stems from the many decades of marketing initiatives from Cotton Incorporated.

Fifty years ago, Cotton Incorporated's iconic Seal of Cotton trademark was born, establishing an ingredient brand around the agricultural product. Depicting a cotton boll on a brown background, the logo stands for the many attributes of the fiber, including its durability, natural origin and quality.

During the first decade after its launch, the Seal of Cotton was featured on hangtags and in advertising campaigns around major events like the Olympic Games. As a result, consumer awareness of the Seal increased from just 18 percent to over 71 percent by the mid ‘90s, and it continues to grow today. "In the past 20 years, more than eight out of 10 consumers consistently have been aware of the Seal," Kim Kitchings, senior vice president of consumer marketing at Cotton Incorporated, said during a recent fireside chat with Sourcing Journal features editor Kate Nishimura. "And not only are they aware of it, but they consistently tell us too that the Seal represents fashion, quality, comfort, trust and sustainability."

Nine out of 10 consumers associate the Seal with "natural," and eight of 10 say it "signifies sustainability." For some consumers, sustainability means durability, while others care more about environmental impact. Cotton Incorporated gets the word out about both these aspects of sustainability through communication initiatives that include influencer marketing collaborations.

Although sustainability matters to shoppers, it's not the main purchase driver; instead, their top priorities are elements such as fit, style and comfort. Consumers also seek out cotton because it is hypoallergenic, soft on skin, safe and easy to care for.

Kitchings said that Cotton Incorporated's brand partnerships are mutually beneficial. By licensing the Seal of Cotton royalty-free, retailers can associate themselves with the Cotton brand and all that it stands for, and they can also help shoppers more easily find cotton products.

Through its broad-reaching research efforts on everything from agriculture to consumer sentiment, Cotton Incorporated is helping the Seal remain current. This includes shifting communication channels with the times to engage individuals on social media and video.

"We are making certain that our work in consumer messaging evolves, it's impactful, and it speaks to consumers where they are and about what matters to them," Kitchings said.

Watch the video above to hear about the Seal of Cotton's past, present and future. To learn more about the Seal's anniversary, click here.

Receive Our Daily Newsletter & Special Offers