Cotton Incorporated has launched a month-long educational campaign to encourage the use of natural fibres and raise awareness of microplastic pollution, reinforcing its “Plant Not Plastic” message as consumer demand for sustainable textiles continues to grow.
The initiative aims to educate brands, retailers, manufacturers and consumers on the environmental benefits of cotton and the importance of fibre selection in addressing sustainability and circularity challenges. Since 2010, Cotton Incorporated has supported the industry with scientific research on biodegradation and natural fibres.
According to the organization’s latest consumer research, awareness of microplastic pollution among U.S. consumers has risen from 17% in 2017 to 41% today, while nearly 60% of consumers say they are likely to seek clothing made from microplastic-free fibres. The study also found that 67% of textile companies are either taking action or planning initiatives to reduce microplastic pollution.
Throughout July, Cotton Incorporated will host educational webinars, release new research, publish digital content, and engage with the industry through its CottonWorks™ platform and major trade events. Consumer-focused activities will include video campaigns, influencer collaborations, educational programmes for students, and expanded promotion of the Blue Jeans Go Green™ denim recycling initiative.
“Consumers are paying closer attention to what products are made from and how those materials align with their values,” said Bev Sylvester, Chief Marketing Officer of Cotton Incorporated. “Cotton comes from a plant, not plastic, and natural fibres can play an important role in meeting both sustainability goals and evolving consumer expectations.”
The campaign underscores the growing global focus on reducing microplastic pollution and advancing circular, fibre-conscious solutions across the textile and apparel industry.
