Wear wool not fossil fuel – the Woolmark campaign examined

Sustainability Solved

Story:

As the cost-of-living crisis bites, we ask how important environmental messaging is to consumer choice? Is sustainability a luxury for a few, or the only way ahead for brands?

We are joined by Will Thacker and Fran Docx of 20Something, the creative company behind Woolmark’s captivating Wear Wool Not Fossil Fuel campaign. In their powerful advert, figures emerge dazed from a pool of oil and strip off to reveal wool clothing underneath. The video aims to educate consumers about the environmental dangers of synthetic fibres.

Woolmark is a not-for-profit organisation working with Australia’s 60,000 woolgrowers to research, develop and certify Australian wool, and champion its eco-credentials over other materials.

Highlights:

· Oil-based synthetics fuel the fast fashion industry. One cannot exist without the other

· Synthetic fibres are bad for the environment because they are made from oil.

· Woolmark’s research shows that in the 1980s, around 17%, of all fibres were synthetic fibres. By 2030, synthetic fibres will be around 80%.

· 50 million barrels of oil per year are used to source the fashion industry.

· Fran tells us that most people know synthetic fibres are bad for the planet, but don’t make the connection with what they are wearing and the fact it comes from oil.

· According to Natural England survey results, those with a higher household income are more likely to agree that looking after the environment is important to them.

· Fran comments that people on lower incomes are forced to overuse resources to survive and are more likely to be impacted by the effects of climate change.

· Sustainability matters more to consumers when they are purchasing products that are consumed or put on their body.

· There are two forces at play in the young consumer market. An increase in interest in sustainable brands and the second-hand fashion market, but also a desire to wear different outfits via TikTok and other social platforms.

· Will Tacker explains that greenwashing in the apparel industry is rife, so consumers have a responsibility to do their homework on brands.

· Will Thacker talks about El Alto, sustainable outdoor clothing brand, who boycotted Black Friday by closing its stores and encouraging employees to get outdoors.

Resources:

Woolmark – Wear Wool Not Fossil Fuel

Natural England survey

addresspollution.org

El Alto | Socially Responsible Outdoor Clothing