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Xinjiang Cotton Boycott 2021​ – Setting the Record Straight

client: Xinjiang Cotton
Expertise: Content and Design, Crisis Management, Event Management

The Brief

One of the world’s largest textile and apparel manufacturers was cited in several reports alleging, without substantiating evidence, the use of forced labor in Xinjiang, China. As a result, the company’s Xinjiang operations became subject to US sanctions, posing a serious threat to its global reputation, customer relationships, and access to key markets.

The CCG Way

CCG launched a targeted, word‑of‑mouth reputation campaign to correct the record and demonstrate the group’s positive economic and social impact in Xinjiang. The strategy focused on transparent communication with stakeholders, sharing verifiable historical data, audit findings, and on‑the‑ground testimonies. In parallel, CCG engaged directly with the US Commerce Secretary and other relevant authorities to provide factual evidence and context with the goal of overturning the sanctions on the Xinjiang plant.

Results

The campaign secured more balanced and evidence‑based coverage of the group’s operations, reinforcing the company’s core values and long‑standing commitment to responsible sourcing. Independent experts and key opinion leaders with credibility in the sector amplified the company’s message, generating powerful word‑of‑mouth advocacy among precisely targeted audiences. As a result, stakeholder confidence improved significantly, and the company regained control of its narrative around Xinjiang.