A new Cotton sustainability survey has revealed that cotton remains the world’s most trusted fibre for environmental safety, while consumer awareness of microplastic pollution linked to synthetic textiles continues to strengthen.
The latest research, commissioned by Cotton Incorporated, found that 85% of consumers across seven major markets believe cotton is environmentally safe, giving it the highest approval rating among all natural fibres surveyed. The findings reflect growing consumer preference for natural materials as sustainability becomes an increasingly important factor in clothing purchases.
The survey covered respondents in China, Germany, India, Italy, Mexico, the UK and the US. Cotton ranked ahead of wool (81%), silk (76%) and hemp (69%). In contrast, synthetic fibres received considerably lower environmental ratings, with only 43% of respondents considering rayon/viscose, polyester, nylon and LYCRA®/spandex to be environmentally safe.
Microplastic awareness continues to grow
The Cotton sustainability survey also highlighted a sustained increase in public understanding of microplastic pollution. Around 45% of respondents said they were aware of microplastic waste in oceans, compared with just 27% in 2017.
Consumers also demonstrated a stronger understanding of which textiles contribute to microplastic pollution. Around 62% correctly identified polyester as containing microplastics, followed by nylon (59%) and LYCRA®/spandex (55%).
India recorded the highest awareness level at 56%, followed by China (47%), Germany (46%), Italy and the UK (44%), the United States (41%) and Mexico (39%).
Andrea Samber, Director of Brand Partnerships for Cotton Incorporated said, “The global Plastic Free July movement provides an important opportunity to highlight consumers’ growing awareness of cotton’s environmental benefits. 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.
“Responsible management of all textile waste remains essential. Through the Cotton Lives On™ recycling programme, we encourage brands to recycle old cotton products, helping to keep valuable natural fibres out of landfill.”
Sustainability shapes clothing purchases
The research found that sustainability continues to influence buying decisions worldwide. About 84% of respondents said they are motivated to adopt environmentally responsible behaviours, while seven out of ten consumers consider sustainability when shopping for clothing.
Material composition, recycling initiatives and product pricing were identified as the main factors consumers use to judge whether an item is sustainable. Additionally, 60% of respondents indicated they would be willing to pay a premium for sustainable apparel, with Gen Z and Millennial shoppers showing the strongest willingness.
Cotton Lives On expands textile recycling efforts
Cotton Incorporated also highlighted the progress of its Cotton Lives On™ recycling initiative in the UK, which collaborates with several fashion retailers and brands including &SONS, Margaret Howell, ME+EM, PAIGE, Charles Tyrwhitt, Hush, Whistles, Hobbs, Phase Eight, L’Estrange, Anthropologie, Bianca Saunders, Nexvision, Veronica Beard and The White Company.
The programme collects unwanted cotton garments and repurposes them into mattresses for people experiencing homelessness.
According to the organisation, approximately 8,000 kilograms of cotton have been collected across the UK, resulting in the production of more than 100 roll mats. Each mat is manufactured using recycled cotton equivalent to around 45 cotton T-shirts and is distributed to individuals moving into hostels or permanent accommodation as part of essential support packages.
Cotton Incorporated said the initiative is designed to extend the life of cotton products, reduce landfill waste and create practical social benefits through textile recycling.
