The world's most well-known wool brand, Woolmark, has launched a new awareness campaign. With the campaign started with the slogan "Wear Wool, Not Fossil Fuel", Woolmark aims to educate consumers on the fact that synthetic fabrics are made from fossil fuels and support them in their buying decisions on natural fabrics, especially wool fabrics as their major preference. Because every 25 minutes in the world, fossil fuel the size of an Olympic pool is consumed for the production of synthetic fabrics.
Consumers Do Not Know the Origin of Synthetic Fibers
At the heart of Woolmark's new campaign strategy is their research, which represents a clear lack of awareness about the relatedness between the fibers and the impact. Research has revealed that 8 out of 10 consumers do not know the origin of synthetic fibers. Why is this important? Because consumers cannot make informed decisions without facts. Wool is not silver but is part of the solution: it is natural, renewable, biodegradable, durable and recyclable.
Woolmark's conducted research with a number of focus groups in the US and UK prior to the campaign showed that while more than a third of global consumers claim they are willing to pay more for sustainability, they do not consider fiber in their buying preferences.
Ecological Fiber: Wool
The research results, which draw attention to the fact that one third of the interviewees are willing to pay more for sustainability as a shopping attitude, but also do not know that synthetic clothing is produced from fossil fuels, also provide valuable information by shedding light on the main goal of the campaign, which is to raise environmental awareness in the textile sector. With this campaign, it is aimed that Merino wool's contribution to the biological cycle, with its self-dissolving feature in nature and not creating micro-plastic waste, reaches more people and in the quality standards determined by Woolmark, it is aimed to communicate the necessity of using wool fiber in terms of ecological and human health in its textile journey that spans from the growth to the end product to meet end users. In particular, going beyond the core belief about the wool fiber to be used only in winter and at the same time, the brand's work continues on the fact that it can be used even in swimsuits by taking advantage of its moisture-retaining property.
