Survey suggests sourcing shift on microplastics

CAREY – Consumer awareness of microplastics is reshaping purchasing intent in apparel, with new research from Cotton Incorporated suggesting that fibre choice is fast becoming a frontline sustainability issue for brands and retailers.

The research, drawn from multiple Cotton Incorporated consumer surveys, finds that 41% of US consumers are now aware of microplastics pollution – more than double the 17% recorded in 2017.