Sustainability has been a business buzzword for a while. On the face of it, most brands seem sincere when talking about it. Given that, it comes as a surprise that big brands have failed so miserably. Is it because brands still see sustainability as just one way of doing business, rather than the only way of doing business? Richard Holland: The Cotton Ranking Report shows that a relatively small number of companies with consumer-facing brands are serious in word and deed. IKEA, C&A, H&M, Adidas...