The observations indicate that consumers are connecting concerns about microplastics not just to broad environmental issues but specifically to clothing and textiles.
A survey of US consumers found that 41% are now aware of microplastics pollution, a figure that has climbed from 17% in 2017. Among those expressing concern about microplastics, 41% consider wearing clothing containing synthetic microplastics as a major concern.
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This development is raising the importance of fibre content disclosure and preferred fibre programmes in the apparel industry.
Cotton Incorporated’s study also highlights an increased motivation among consumers to act sustainably, with 76% indicating an intent to make sustainable choices in 2026, up from 73% in 2023.
Despite a slight softening in overall concern about environmental change, actions related to sustainability are becoming more prevalent.
Consumers said they limit plastic use, with 37% taking this action, while 27% reported recycling, 19% have replaced plastic containers, and 12% look for natural materials when making purchases.
In terms of clothing purchase behaviour, 59% of surveyed consumers said they are likely to look for garments made with microplastic-free fibres. This signals possible changes in consumer demand, which could encourage mills and manufacturers to scale up production of natural or low-shedding textiles and improve messaging around fibre content on garment labelling and e-commerce listings.
Cotton Incorporated corporate strategy and insights director Melissa Bastos said: “The shopping sentiment points to a shift towards more material-specific sustainability expectations. Consumers overwhelmingly view cotton as environmentally safe compared with synthetic fibres, signalling that fibre perception is playing a larger role in how apparel sustainability is evaluated.”
Although the research shows awareness is increasing, it also finds that many consumers remain confused about the information available, with 37% saying they are overwhelmed by unclear information, and 36% expressing uncertainty over how to act.
This scenario presents an opportunity for brands and manufacturers to offer clearer guidance on packaging reduction, anti-shedding innovations, and natural fibre options.
The report emphasises that, as a plant-based fibre, cotton does not shed microplastics and is capable of biodegradation.
These characteristics could help manufacturers and brands meet new consumer expectations, as awareness around plastics, microfibers, and sustainability continues to grow.
