The 2024 Hot Button Report is here!

December 3, 2024 – Today, Canopy released its annual Hot Button Report, revealing that 71% of rated man-made cellulosic fibre (MMCF) producers have achieved green shirt status or higher — ‌a designation recognizing leadership in eliminating Ancient and Endangered Forests and prioritization of circular low-carbon fibres in the MMCF supply chains. These producers represent 53% of the global supply of viscose, rayon, lyocell, and other MMCF textiles. 

For the first time in the report’s history, three global producers — India-based Aditya Birla, Austria-based Lenzing, and China-based Tangshan Sanyou — have all earned the same high button score and dark green shirts, demonstrating that sourcing leadership in MMCFs knows no geographical bounds.

This year’s report comes at a critical moment, with demand for MMCF-based textiles surging‌ — ‌an increase of nearly half a million tonnes this year alone. A significant amount of this capacity expansion comes from producers with red in their shirts — any red in a shirt indicates the producer is at high risk of sourcing from high-carbon and biodiverse forests. 

“The Hot Button Report continues to be a very important tool as we work to reduce the carbon and biodiversity impacts of our materials,” said Madelene Ericsson Ryman, Sustainability Business Expert, H&M Group. “Since 2020, H&M Group has only purchased from green shirt producers. We’re particularly encouraged by the increased number of MMCF producers that are eliminating Ancient and Endangered Forests from the value chain along with the increased utilization of Next Gen materials.”

While there have been significant strides in innovation by producers and brand commitments for Next Gen materials, focused work is still needed to ensure the entire fashion and home textile value chain collaborates effectively to scale Next Gen production and pull these fabrics through to market. This collaboration is essential to scale the use of these circular materials to protect forests, support local economies, and bring a stable supply of low-carbon textiles to market. Canopy has a number of projects to support brands and producers to make these shifts.

The report highlights several key developments:

• 97.5% of global MMCF production is now rated with a shirt colour in the Hot Button Report.
• Four producers advanced from green to partial dark green shirt status.
• Chinese manufacturers continue to demonstrate remarkable leadership, with Tanshan Sanyou, Yibin Grace, Xinxiang Chemical Fiber Co., Jilin Chemical Fibre, and Acegreen all achieving dark green shirts.
• Aditya Birla, Lenzing, and Eastman also achieved dark green shirts, representing production in India, Austria, and the U.S.A.
• Nearly all engaged MMCF producers are either actively using low-carbon Next Gen alternatives, much of which is derived from waste textiles, or are engaged in advanced Next Gen research and development (R&D). 
• The Hot Button reports two new commercial Next Gen product lines, as well as a new Next Gen dissolving pulp facility coming on line.

“Three of the top four MMCF producers in the world have tied for the highest score, with each now elevated into a dark green shirt ranking. Canopy and our brand partners congratulate the leadership of those producers who have invested significant effort into their sourcing and Next Gen R&D in a race to the top,” said Nicole Rycroft, Founder and Executive Director of Canopy. “There are a few incumbents that continue to source from high-carbon regions, but 71% of MMCF producers — both large and small — are moving in a direction that meets brands’ needs and planetary targets. Brands now have more options than ever to partner with producers that align with their business goals.”

The Hot Button Report has been the primary fibre sourcing analysis tool for the fashion sector since 2016, providing crucial data for 550+ brands, retailers, and designers to inform and support decision-making in their forest-based fabric supply chains. CanopyStyle partners are committed to sourcing only from green shirt producers. Canopy acts as a catalyst and convener in this work, creating the conditions necessary to bring low-impact Next Gen Solutions to commercial scale and adoption. 

View the 2024 Hot Button Report.

For more information, contact:
Laura Repas
Senior Communications Specialist
+1 416-729-7484
communications@canopyplanet.org

About Canopy
Canopy is a solutions-driven non-profit environmental organization dedicated to protecting forests, species, and climate. We work with over 1,000 of the forest industry's largest customers to develop solutions that protect Ancient and Endangered Forests, including the commercial-scale production of circular Next Gen materials.