Cotton sustainability has risen to the top of global consumer priorities in fibre selection, according to a major new survey by Cotton Incorporated. The research spanned seven markets across four continents and found that 85% of consumers consider cotton environmentally safe — the highest approval rating of any fibre tested. As synthetic materials face intensifying scrutiny over microplastic pollution, cotton’s standing as the world’s most trusted textile fibre continues to strengthen.
Cotton Sustainability Leads Environmental Safety Rankings
The survey covered consumers in China, Germany, India, Italy, Mexico, the UK, and the United States. Cotton earned the top environmental safety rating at 85%, outperforming every other fibre in the study. Wool placed second at 81%, followed by silk (76%) and hemp (69%).
Synthetic fibres received markedly lower scores. Only 43% of respondents considered rayon/viscose, polyester, nylon, and LYCRA®/spandex to be environmentally safe. This 42-percentage-point gap between cotton and synthetic alternatives reflects a deepening consumer preference for natural materials across all seven markets.
Microplastic Awareness and Purchasing Behaviour
Public understanding of microplastic pollution has nearly doubled since 2017. Approximately 45% of respondents are now aware of microplastic waste in oceans, up from just 27% eight years ago. Around 62% correctly identified polyester as a microplastic source, followed by nylon (59%) and LYCRA®/spandex (55%).
India recorded the highest microplastic awareness at 56%, followed by China (47%), Germany (46%), Italy and the UK (44%), the US (41%), and Mexico (39%). This awareness is directly shaping purchase decisions: 84% of respondents said they are motivated to adopt environmentally responsible behaviours, and seven in ten consider sustainability when shopping for clothing.
Material composition, recycling initiatives, and pricing are the main criteria consumers use to assess sustainability. Notably, 60% of respondents would pay a premium for sustainable apparel, with Gen Z and Millennial shoppers showing the strongest willingness.
“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,” said Andrea Samber, Director of Brand Partnerships for Cotton Incorporated.
Cotton Lives On Expands Textile Recycling in the UK
Cotton Incorporated is advancing its cotton sustainability commitments through the Cotton Lives On™ programme, which has expanded its UK presence in partnership with fashion retailers including Margaret Howell, ME+EM, Charles Tyrwhitt, Phase Eight, and The White Company, among others.
The programme collects unwanted cotton garments and converts them into roll mats for people experiencing homelessness. Approximately 8,000 kilograms of cotton have been collected across the UK, producing more than 100 roll mats to date. Each mat uses recycled cotton equivalent to around 45 T-shirts and is distributed as part of essential support packages for individuals moving into hostels or permanent accommodation.
The initiative extends cotton’s lifecycle, reduces landfill waste, and delivers measurable social value. For textile businesses navigating ESG commitments, Cotton Lives On demonstrates how supply chain sustainability can generate both environmental and community benefits. Stay updated with the latest developments in the sector through the textile news section on textilezon.com.
Frequently Asked Questions
Which fibre do global consumers consider most eco-friendly?
Cotton leads with an 85% environmental safety rating across seven major markets. It outperforms wool (81%), silk (76%), hemp (69%), and synthetic fibres, which collectively scored only 43%.
How has microplastic awareness changed since 2017?
Consumer awareness of ocean microplastic pollution has risen from 27% in 2017 to 45% in the latest survey — a near-doubling in under a decade. India recorded the highest awareness level at 56%, while Mexico had the lowest at 39%.
What is the Cotton Lives On programme?
Cotton Lives On™ is a UK-based recycling initiative by Cotton Incorporated that collects unwanted cotton garments from retail partners and repurposes them into roll mats for people experiencing homelessness. Over 100 mats have been produced from approximately 8,000 kilograms of collected cotton to date.
The data from this survey confirm that cotton sustainability is an accelerating commercial reality, not merely a consumer trend. As microplastic regulations tighten and ESG reporting expands across key markets, natural fibres led by cotton are positioned to strengthen their competitive advantage. Textile brands and sourcing professionals that invest in cotton’s environmental story and recycling infrastructure will hold a measurable edge in the markets ahead.
