Currently, the average consumer uses about 37 pounds of cotton each year. Since its introduction in 1973, the Seal of Cotton has played an integral role in the consumer promotion of cotton and cotton products. Staff also conducts programs which have direct contact with consumers in a retail setting. By developing these types of partnerships, the number of impressions made by the Seal are increased dramatically. Cotton Incorporated research has contributed to new washing techniques for denim, which aid in consumer demand for darker indigo colors.
Consumers associate the Seal with positive attributes such as comfort and durability.