According to the company’s 2026 Global Sustainability Survey of 1,022 U.S. consumers, 59% say they are likely to seek clothing made with microplastic-free fibers. Among those concerned about microplastics, 41% consider wearing clothing containing microplastics a major concern.
“Consumers overwhelmingly view cotton as environmentally safe compared with synthetic fibers, signaling that fiber perception is playing a larger role in how apparel sustainability is evaluated,” said Melissa Bastos, director of corporate strategy and insights at Cotton Incorporated.
Overall, environmental concern stands at 73%, while motivation-to-act sustainably rose to 76% in 2026 from 73% in 2023.
Consumers report taking action including limiting plastic purchases (37%), recycling (27%) and seeking natural materials (12%). However, 37% feel overwhelmed by unclear information and 36% are unsure what to do, creating opportunities for brands and mills to provide clearer guidance on natural-fiber options and anti-shedding innovations.
2026 Quarterly Issue II
