Synthetic textiles dominate global fashion, but few consumers link them to the worsening microplastic crisis. Fresh survey data from the National Cotton Council, US reveals widespread misconceptions about clothing’s role in pollution, with plastic bottles wrongly cited as the main source. The results have spurred a new education campaign urging natural fibre use as a step towards reducing health exposure.
- Research participants cited lack of clear information at 34% as the primary barrier to taking environmental action.
- Consumer uncertainty about specific actions to take represents 32% of barriers preventing meaningful pollution reduction efforts.
- The findings indicate consumer concern stems from knowledge gaps rather than environmental apathy or disinterest in solutions.
- The National Cotton Council also launched the 'Plant Not Plastic' campaign to bridge knowledge gaps and promote natural fibre adoption.
THE SURVEY: The 'Microplastics Corporate Strategy & Insights Consumer Survey' conducted in 2025 examined consumer awareness and understanding of microplastic pollution across 974 participants. The research used targeted questioning to investigate knowledge about fibre types, pollution sources, and health concerns. The survey design specifically assessed consumer barriers to action, including willingness to change purchasing behaviour.
WHAT'S AT STAKE: Consumer health faces mounting risks from microplastic exposure, with recent scientific discoveries revealing plastic particles in critical human organs including the brain, kidneys, lungs, and uterus. The scale of exposure presents unprecedented challenges: individuals inhale or ingest between 74,000 and 121,000 microplastic particles annually, with some research suggesting we can accumulate up to 130 particles per day in our lungs from inhalation alone.
- These particles enter the body through the food chain and water supply, yet without clear guidance, consumers remain unable to protect themselves from these escalating health risks linked to synthetic clothing choices.
WHAT THE DATA SHOWS: The survey reveals significant misconceptions about microplastic pollution sources and widespread uncertainty about effective consumer action. Fibre identification presents challenges, with consumers correctly identifying some synthetic materials but missing others in the plastic category. Global textile production patterns show synthetic materials dominating manufacturing, while natural alternatives like cotton represent a smaller share (20%) of global fibre production.
- Research shows 59% correctly identify polyester as plastic but many miss other synthetic fibres like nylon and spandex.
- Only 46% correctly identify synthetic microfibres from clothing as a cause of microplastic pollution.
- Survey data indicates 62% incorrectly believe degraded plastic bottles cause most microplastic pollution.
- Consumer knowledge testing revealed 63% correctly identify cotton as non-contributing to microplastic pollution.
LOOKING BACK: Historical textile production patterns demonstrate the industry's shift towards synthetic materials over recent decades, creating the current microplastic pollution landscape. The dominance of synthetic fibres in global manufacturing represents a departure from traditional natural fibre production methods. Previous consumer education campaigns in textiles focused primarily on sustainability and ethical sourcing rather than direct health implications from material choices.
- Synthetic materials now represent 67% of global fibre production, indicating a significant industrial focus on these materials.
- Cotton production represents a smaller share of global fibre manufacturing compared to synthetics.
- The 'Plant Not Plastic' campaign will focus on health implications, a dimension not typically highlighted in previous industry awareness efforts.
