National Cotton Council Launches “Plant Not Plastic” Campaign To Tackle Microplastic Pollution

The National Cotton Council (NCC) has launched its “Plant Not Plastic” campaign to raise awareness of microplastic pollution and the role clothing plays in it. The campaign follows a 2025 consumer survey of 974 participants, which revealed that only 33% of respondents were “very aware” of microplastic pollution, and just 42% of those recognized synthetic clothing as a significant contributor.

The survey highlighted growing concern over health impacts, with 63% of consumers citing microplastics in humans as a major issue and 68% worried about ingestion via food and water. Recent research has detected microplastics in organs including the brain, lungs, kidneys, and uterus, with individuals potentially inhaling or ingesting tens of thousands of microplastic particles annually.

In response, NCC’s “Plant Not Plastic” campaign focuses on actionable guidance for consumers, emphasizing the use of natural fibres like cotton to reduce personal microplastic contributions. Key insights driving the initiative include:

• Fibre Knowledge Gap: While 59% correctly identify polyester as plastic, many remain unaware that nylon and spandex also contribute to microplastic pollution. Cotton, correctly identified by 63% as a natural fibre, is highlighted as a safe alternative.
• Misconceptions about Sources: Most consumers mistakenly attribute microplastic pollution primarily to larger plastic debris. Only 46% link synthetic clothing fibres to microplastics.
• Actionable Guidance: The campaign aims to shift consumer concern into concrete action by promoting plant-based fabrics that do not shed microplastics.

“Plant Not Plastic” seeks to demystify microplastics, highlight health connections, and promote cotton and other natural fibres as simple, effective alternatives. NCC is also conducting new research, in partnership with the University of Memphis, on inhalational exposure to microplastics from synthetic versus natural fabrics, with results expected in 2026.