Cotton’s Natural Edge: NCC Launches Plant Not Plastic Campaign

The National Cotton Council (NCC) is stepping forward with a bold new effort to tackle microplastic pollution—one that shines a spotlight on cotton as part of the solution. According to NCC’s 2025 consumer survey, awareness of the issue is still surprisingly low: only one-third of respondents said they were “very aware” of microplastic pollution, and just 42% of those linked the problem to clothing. Many still believe bottles and packaging are the main culprits, even though synthetic fibers like polyester are the bigger source.

To close that gap, NCC has launched the Plant Not Plastic campaign. Its message is simple: consumers can make a difference by choosing natural fibers. “Choosing clothing made from natural fibers like cotton is an easy, effective way to reduce your personal contribution,” said Marjory Walker, NCC Vice President of Council Operations.

With 63% of consumers already recognizing cotton as a fiber that doesn’t shed microplastics, the campaign builds on cotton’s natural advantages—benefits that reach from the field to the marketplace.