Consumers view cotton as a safe bet, according to a new survey conducted by Cotton Incorporated.
As awareness of microplastic waste grows and textile recyclability becomes a greater purchase consideration, Cotton Incorporated found that 85 percent of global respondents believe cotton is safe for the environment—the highest of any natural fiber.
While cotton ranked the most environmentally friendly, wool followed with 81 percent. Silk (76 percent) and hemp (69 percent) were also named.
By comparison, the same survey found that 43 percent of respondents view man-made fibers—including rayon/viscose, Lycra/spandex, polyester and nylon—as environmentally safe. At the same time, more than half of respondents correctly identified synthetic fibers such as polyester, nylon and spandex as containing microplastics.
The data, which is based on a survey of 28,813 consumers in China, Germany, India, Italy, Mexico, the U.K., and the U.S, underscores the effectiveness of consumer fiber education. This month, Cotton Incorporated has amplified its “plant not plastic” message through a series of engagement opportunities including video content across major streaming and social media platforms and educational programming like The Science of Style: Clothes and the Environment, a new curriculum developed in partnership with Young Minds Inspired for students in grades 9–12.
“The global Plastic Free July movement provides an important opportunity to highlight consumers’ growing awareness of cotton’s environmental benefits,” said Andrea Samber, the director of brand partnerships for Cotton Incorporated. “The vast majority of respondents correctly identified cotton as a safe choice for the environment, while awareness around microplastic pollution in our oceans has risen significantly since 2017.”
Awareness of microplastic waste in the oceans remains steady at 45 percent of global consumers, up from 27 percent in 2017, Cotton Incorporated reported. Awareness is highest in India, followed by China, Germany, Italy and the U.K., U.S. and Mexico. The U.S. is just below the average with 44 percent of consumers surveyed familiar with microplastic’s environmental impact.
A garment’s fiber content is likely to factor as consumers move to make more sustainable purchase. The Cotton Incorporated survey also found 84 percent of respondents are motivated to take sustainable actions and sustainability continues to influence clothing shopping for 7 in 10 consumers.
According to Cotton Incorporated, consumers look to material, sustainable practices such as recycling, and price to determine whether an item is sustainable. And they’re willing to invest in sustainable fashion. The survey found that 60 percent say they are likely to pay more for sustainable clothing, especially Gen Z and millennials consumers.
Programs with brands and retailers like Cotton Incorporated’s Blue Jeans Go Green and U.K.-based Cotton Lives On helps keep natural fibers out of landfill.
“Responsible management of all textile waste remains essential,” Samber said.
