Wear Wool, Not Waste campaign success

In September last year, Woolmark launched an eye-catching and thought-provoking eco marketing campaign – which has had an impact on many consumers’ perception of the environmental impact of their clothing.

Titled Wear Wool, Not Waste, the campaign highlighted to consumers that clothes made from synthetic fibres do not readily decompose but remain polluting the planet long after they have been discarded.

Importantly, the campaign also highlighted that wool has unparalleled advantages due to it being natural, renewable, biodegradable and the most recycled apparel fibre – and therefore a solution to reducing the fashion industry’s impact on the planet. The campaign urged consumers to consider the fibre composition of a clothing product – and choose wool – when they are thinking of making a purchase.

When a wool product reaches its end-of-life and is disposed of, the wool fibre readily decomposes in soil, slowly releasing valuable nutrients and carbon back into the earth, acting like a fertiliser.

Screenshots from the Wear Wool, Not Waste campaign film. The immense and overwhelming accumulation of discarded synthetic clothing on the planet (left) contrasts with wool which is presented as a natural solution to fashion’s environment issues (right).

The campaign centred around a 60-second hero film showing people in a city rushing to escape a massive ‘zombie invasion’ of old synthetic clothes, representing synthetic apparel that had been discarded over time but still haunts the planet to this day. There have been more than 68 million views of the campaign film, which is almost double the target of 36 million views.

The Wear Wool, Not Waste campaign built on the momentum and success of Woolmark’s previous eco marketing campaign, Wear Wool, Not Fossil Fuel, which was released in September 2022 and raised awareness of fossil fuel as the source of synthetic fibres.

Campaign had impact amongst consumers

Campaign advertising at Times Square in New York.

The Wear Wool, Not Waste campaign concluded in Paris, London, Seattle, and Austin (Texas) in October, but had an extended presence in New York City through to 6 January, covering Times Square (during New Years Eve) and airport taxi toppers.

AWI CEO John Roberts says the campaign exceeded all expectations.

“Wear Wool, Not Waste was viewed by millions internationally and it is boosting wool’s perception among consumers. Messages around wool’s sustainability resonated, leading to increased consideration for wool as a natural and renewable option,” John said.

“Our goal is to raise awareness of wool at a time when legislative changes are being introduced to curb the rise in throwaway fashion, which has been driven by cheap, synthetic clothing. AWI continues to invest in defending the fibre, ensuring wool’s benefits are understood and appreciated and that wool is not disadvantaged in apparel rating schemes.”

Surveyed consumers who saw the Wear Wool, Not Waste campaign said it was very impactful:

• 81% said, because of the advert, they believe wool is gentle on the environment.
• 76% said the advert made them think twice about the environmental impact of their clothes.
• 75% said, because of the advert, they would consider materials/fabrics when making a purchase decision regarding clothes.

Compared to before the campaign, amongst surveyed consumers, there was a:

• 29% increase in perception of wool as environmentally friendly.
• 25% increase in perception of wool as more fashionable.
• 14% increase in perception of wool as high quality.
• 12% increase in Woolmark brand awareness.

Amongst surveyed consumers:

• 63% said they are now “considering” wool as an option to purchase (a 10 percentage point increase from last year).
• 75% said they have a clear “intention” to purchase wool.
• 79% said Woolmark has brand appeal. The campaign exceeded industry averages in terms of increasing appeal for both Woolmark and Merino wool.

More information: www.woolmark.com/wear-wool

This article appeared in the Autumn 2025 edition of AWI’s Beyond the Bale magazine that was published in March 2025. Reproduction of the article is encouraged.