Wear wool, not fossil fuel 

Luftkuss Atelier

Woolmark, the world’s well-known wool brand, launched a new eco campaign with the slogan “Wear Wool, Not Fossil Fuel”. With the campaign, Woolmark encourages consumers to buy natural and wool fabric products while raising awareness about synthetic fabrics.

At the heart of Woolmark’s new campaign strategy is their research, which shows a marked lack of awareness of the link between fibers and impact. Research has revealed that 8 out of 10 consumers do not know the origin of synthetic fibers. Why is this important? Because without facts, consumers cannot make informed decisions. Wool is not silver lead, but is part of the solution: it is natural, renewable, biodegradable, durable and recyclable.

Woolmark’s pre-campaign research with a range of focus groups in the US and UK showed that while more than a third of global consumers say they are willing to pay more for sustainability, they do not consider fiber in their buying journey.

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 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 understands the importance of using wool fiber in terms of ecological and human health, in the textile journey where it meets the final consumer from the farms, in accordance with the quality standards determined by Woolmark. . In particular, the brand continues to work on the fact that wool fiber can be used even in swimsuits by preventing it from being perceived as only winter, but also by taking advantage of its moisture-retaining feature.

Insprad Creative Agency

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