A new national survey conducted for the National Cotton Council (NCC) reveals that only a third (33%) of consumers are “very aware” of microplastic pollution despite widespread concern about its effects. Additionally, only 42% of those surveyed were aware of the connection between microplastic pollution and the clothing industry. The “Microplastics Corporate Strategy & Insights Consumer Survey” was conducted this year with a sample size of 974 consumers.
In response to these findings and the growing need for clear consumer guidance, the NCC has announced the launch of its new public awareness campaign, Plant Not Plastic.
“The Plant Not Plastic campaign is designed to provide a straightforward message: choosing clothing made from natural fibers like cotton is an easy, effective way to reduce your personal contribution to microplastic pollution and its potential health impacts,” says Marjory Walker, vice president of council operations, NCC. “We want to empower consumers to know their clothing choices can make a real difference, simply and affordably.”
The Plant Not Plastic campaign will focus on:
- Microplastics education: Clearly explaining how synthetic clothing, which makes up 67% of global fiber production (with polyester alone representing 57%), sheds microplastics during washing and wear.
- Highlighting health connections: Emphasizing the pathways through which microplastics from clothing can enter the food chain, water supply and ultimately, the human body, with potential links to health issues.
- Promoting the use of natural fibers: Showcasing the benefits of choosing cotton (which represents 20% of global fiber production) and other plant-based fibers as a simple, natural alternative that doesn’t contribute to microplastic pollution.
In partnership with the University of Memphis in Tennessee, the NCC is currently researching the health implications of inhalational exposure to microplastics from clothing made from synthetic and natural fabrics. Research results are expected to be available in 2026.
To learn more about the NCC Plant Not Plastic campaign, visit www.plantnotplastic.org.
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