A recent national poll commissioned by the National Cotton Council (NCC) reveals a critical blind spot: most consumers overlook how their wardrobe fuels microplastic pollution. Though anxiety runs high, confusion over solutions leaves many lost, underscoring the demand for straightforward advice and practical fixes.

The 2025 “Microplastics Corporate Strategy & Insights Consumer Survey,” polling 974 U.S. adults, shows only 33% feel "very aware" of microplastics. Even more eye-opening, only 42% of those in the know link the problem to apparel. Respondents cited confusion as the top roadblock: 34% pointed out missing clear information, while 32% admitted uncertainty on next steps. This isn't disinterest, it's a call for direction."

"Our research clearly indicates that while consumers are concerned about microplastic pollution, they are largely unaware of the significant role their clothing can play in this issue, and crucially, they don't know what specific actions to take," said Marjory Walker, vice president of Council Operations for NCC. "The survey revealed that 'lack of clear information/guidance' (34%) and being 'unsure what specific actions to take' (32%) are the biggest barriers preventing consumers from taking more action. This isn't about apathy; it's that people aren’t sure what actions will make a difference."

Health Alert: Microplastics Invading the Body

Public focus is sharpening on personal risks, fueled by cutting-edge science. Environmental woes, like harmed sea life and trash-strewn shores, still dominate, but 63% now flag human health effects as a "major worry." Alarmingly, 68% fret over microplastics contaminating food and beverages.

Breakthrough research backs the concern:

  • Tiny plastics lurk in vital spots: brains, kidneys, lungs, and uteruses.
  • Yearly intake averages 74,000 to121,000 particles via air and meals; lungs alone may trap up to 130 daily from breathing.

"When consumers realize that the tiny plastic fibers shedding from their clothes can end up in the food they eat, the water they drink, and even within their own organs, the issue becomes incredibly personal," Walker added. "This direct health dimension is a powerful motivator, but it also amplifies the need for clear, actionable solutions that empower individuals to protect themselves and their families."

Plant Not Plastic": Turning Awareness into Impact

To fill these voids and meet the moment, NCC rolls out "Plant Not Plastic," a bold awareness drive spotlighting natural fibers as a microplastic-free swap. The push demystifies the crisis, spotlights health ties, and cheers picks like cotton to cut personal pollution footprints."

The “Plant Not Plastic” campaign boils it down: Opt for natural threads like cotton to slash microplastic shedding, it's simple, smart, and budget-friendly.

"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," Walker explained. "We want to empower consumers to know their clothing choices can make a real difference, simply and affordably."

Key Insights Driving the "Plant Not Plastic" Campaign: 

  • Fiber Knowledge Gap: While 59% correctly identify polyester as a type of plastic, many are unaware that other common clothing fibers like nylon and spandex are also plastics. Crucially, 63% correctly identify cotton as a fiber that does not contribute to microplastic pollution. This strong existing recognition of cotton's natural benefits will be a cornerstone of the campaign.
  • Misconceptions about Causes: Most consumers (62%) incorrectly believe the degradation of larger plastics like water bottles is the primary cause of microplastic pollution. Only 46% correctly identify synthetic microfibers from clothing as a cause. The campaign will directly address this misconception.
  • Guiding Consumers from Concern to Action: The campaign directly addresses the public's expressed need for clear guidance. By highlighting cotton as a natural, non-contributing fiber, "Plant Not Plastic" will empower consumers to move beyond concern about microplastics to confidently make clothing choices that actively reduce their personal microplastic contribution and potential health exposure.

The "Plant Not Plastic" campaign will focus on:

  • Demystifying Microplastics: 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 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. 

“We believe that by providing clear, actionable information through the 'Plant Not Plastic' campaign, we can empower consumers to make informed choices that benefit both their health and the environment," concluded Walker. “It's time to shift from confusion to confident action, one natural fiber garment at a time.”

“A survey with this clear insight confirms what we need to do to,” added Arizona Farm Bureau Strategic Communications Director Julie Murphree. “It’s time to shift to all-natural fiber, like cotton, and make a concerted effort to check your labels when purchasing apparel. The least we can do is purchase a blend with cotton as the majority fiber.”

Dive deeper at www.plantnotplastic.org.

 

About National Cotton Council of America
 Headquartered in Memphis, Tennessee, the NCC unites the U.S. cotton sector to thrive in raw cotton, oilseed, and made-in-America goods markets worldwide.