Warning: don’t try these at home. Don’t try these at all!
Let’s say up front that we think these tactics are a disgrace to the world and yet we see them all around us. Because yes, polyester only costs half as much as cotton and in this age of fast-fashion, consumers want variety at a low cost, but without the high price tag. And the customer is king with textile manufacturers. Count your loss.
In our December 2024 blog, we presented an overview from Changing Markets Foundation with very worrying figures on the increasing use of polyester in global textile production: polyester already accounts for 69% and that percentage will rise to 73% by 2030.
The bigger issue is that many textile manufacturers aren’t just going along with this trend – they’re actively employing the same tactics as the fossil fuel industry to delay or obstruct meaningful action. So, what are these tactics?
The Four Tactics
- Exaggerate scientific uncertainty
When the facts are uncomfortable, one common tactic is to call for more research. On the surface, this may sound reasonable, as more data is always helpful. But in reality, extensive research has already been done, and the findings are consistently alarming. Repeating the call for more research simply stalls action. Instead, it’s time to address the known problems and start implementing solutions. - The smokescreen
Some companies hide behind “voluntary initiatives” and programs like The Microfibre Consortium – industry-created sustainability efforts that offer the illusion of change. While these initiatives may sound like a step in the right direction, they often serve as smokescreens, deflecting criticism without driving the deep, systemic changes needed to reduce plastic pollution at its core. - Misleading the public
Another tactic is changing the narrative by downplaying the specific dangers of microplastics. Some brands claim that all microfibres, regardless of the source, are equally harmful. However, scientific findings show that of all microfibres, microplastics pose the greatest threat to the environment and human health. These arguments are tactics by the fashion industry to distract policymakers from its contribution to plastic pollution. - Shifting responsibility to consumers. Instead of addressing the root causes of plastic pollution, some brands encourage consumers to take responsibility for minimizing harm. For example, they promote clothing care tips and recommend washing machine filters that prevent the release of microplastics. ‘If you as consumers and wearers of my textiles do that, you are doing very well and those microplastics hardly enter the environment.’ So, we as producers don’t have to take them out either right? We then don’t have to tackle the cause of all the misery, the production of synthetic fibres. Win-win! No way. Loss-loss.
Source: Changing Markets Foundation
Look further
So, if you come across one or more of these tactics, you know that the producer is not environmentally friendly, not sustainable, not circular. Always check their labels and narratives carefully. Our own textile products have a label with a QR code on which you can see the entire production process end-to-end. This way, we guarantee 100% recycled cotton.
Act!
It’s time to stop the cycle of misinformation and inaction. Let’s push for policies that hold manufacturers accountable and support real, meaningful progress toward a plastic-free future. More and more companies are opting for such a direction. Don’t tell us the rest of the market doesn’t see it. But for now, they hide behind misleading tactics and consumers still opt for cheap fast-fashion.
Our advice: don’t buy it and they will learn. Let’s go for not 4% growth of polyester, but 40% decline. You only need one tactic for that: ACT.
