CARY, N.C. — June 30, 2026 — As awareness of microplastics continues to grow across consumer, brand and retail circles, Cotton Incorporated is stepping up its efforts this July to educate the textile industry and consumers alike. The initiative focuses on the benefits of natural fibers, the role cotton can play in addressing growing concerns around microplastics, and a clear, plant-based philosophy toward material choice positioning the message simply as: plant, not plastic.
A Decade of Research Behind the Push
Since 2010, Cotton Incorporated has been conducting biodegradation research and building a body of science-based resources that help brands, retailers and manufacturers engage with evolving conversations around fiber selection, cotton sustainability, circularity and textile waste. That long-standing investment in research now provides the foundation for this July’s expanded campaign.
The urgency behind the initiative is backed by real numbers. Consumer awareness of microplastics pollution has more than doubled over the past decade. According to the CCI & Cotton Incorporated Global Sustainability Survey 2026, 41% of U.S. consumers now report awareness of the issue a sharp rise from just 17% recorded in 2017. As awareness of microplastics grows, purchasing behavior appears to be moving in step. The same survey found that nearly six in ten consumers, 59%, say they are likely to seek out clothing made with microplastic-free fibers.
These findings point to a meaningful shift in how consumers are thinking about fiber composition and cotton sustainability, opening new avenues for brands and retailers to align their product ranges with changing expectations.
The Industry Is Taking Note
It is not only consumers who are responding. According to a 2026 survey conducted by Sourcing Journal and Cotton Incorporated, two-thirds of textile professionals 67% said their companies are either actively taking steps to reduce microplastics pollution (43%) or plan to do so in the near future (24%). The data reflects a sector increasingly aware of the pressure to act on fiber selection and its broader environmental consequences.
Bev Sylvester, Chief Marketing Officer at Cotton Incorporated, addressed the growing momentum directly. “Our research shows that consumers are paying closer attention to what products are made from and how those materials align with their values,” she said. “Awareness of microplastics’ pervasive impact continues to grow, and many consumers are actively seeking products made with microplastic-free fibers. The conversation around fiber choice happening at the brand and consumer level reinforces a simple truth: cotton comes from a plant, not plastic. Through research, education and collaboration, we’re helping the industry better understand how natural fibers can support both consumer expectations and sustainability goals.”
What July’s Campaign Looks Like
Throughout July, Cotton Incorporated will roll out a series of educational resources and engagement opportunities aimed at helping the textile industry work through evolving conversations around cotton microplastics, natural fibers and sustainability.
On the industry side, activities include a new educational video series along with expanded resources and research findings published on CottonWorks™ Cotton Incorporated’s dedicated online resource hub for textile professionals. New consumer insights, webinar sessions and targeted digital communications will also be part of the month’s programming.
The campaign will extend to key industry tradeshows as well. At Kingpins New York, Cotton Incorporated will feature an interactive “Plastic in the Sea” photobooth experience, while Interfilière in Los Angeles will also serve as a platform for engagement.
Consumer-facing activities will run in parallel throughout the month, designed to build greater understanding of cotton’s natural fiber benefits and carry forward the “Plant not Plastic” message. These include video content distributed across major streaming and social media platforms, influencer collaborations, digital content, media relations and educational programming.
Among the educational highlights is the launch of The Science of Style: Clothes and the Environment a new curriculum developed in partnership with Young Minds Inspired, targeted at students in grades 9 through 12.
The Blue Jeans Go Green™ denim recycling program will also contribute to the campaign through an extension of its “Monumental Impact” initiative. This effort highlights the scale of denim recycling and circularity work underway while encouraging broader participation in the program.
Year-Round Commitment
While July provides a timely platform to bring these conversations forward, Cotton Incorporated is clear that its work in this area is not seasonal. Through ongoing research, consumer insights and sustained industry outreach, the organisation continues to provide resources that support brands, retailers and manufacturers as they navigate questions around natural fibers, fiber selection, cotton sustainability, circularity and end-of-life textile considerations throughout the year.
