AWI’s eco-campaign results in strong consumer impact for wool

The global campaign by AWI’s marketing arm The Woolmark Company urged consumers to consider
the fibre composition of a clothing product – and choose wool – when they are thinking of making a

AWI’s eco-campaign results in strong consumer impact for wool

During the past two years, AWI’s marketing arm The Woolmark Company has run a powerful and
successful eco-focused marketing campaign to reinforce to consumers the message that synthetic
fibres are made from oil, and that consumers should instead choose the natural fibre wool.
“The campaign spotlight on the eco-credentials of our nation’s fibre had an amazing reception with
strong and positive results – it needs to continue to be a prominent and permanent feature of our
marketing into the future as we become more proactive in driving our market’s sustainability agenda,”
said AWI CEO John Roberts.
“The eco-campaign has been aimed at helping reverse the rise of fast fashion, which is dominated by
synthetic fibres such as polyester, and increase demand for long-lasting clothing made from wool. As
a natural, renewable, biodegradable and the most recycled apparel fibre, wool is well placed to take
advantage of the profound market shift towards environmentally products – it is a great opportunity for
“However, the market’s rush towards sustainability also presents a threat to wool, due to the large
amount of greenwashing that is being undertaken by those brands that are heavily reliant on synthetic
fibres, to make synthetic fibres appear more sustainable.
“AWI has been investing in research right across the supply chain to produce robust scientific
evidence to counter this greenwashing and misinformation, and support the company’s marketing
initiatives to increase the demand for wool.”
The initial year (2022) of the company’s eco-campaign focussed on delivering a series of powerful
visual messages through the emotive ‘Wear Wool, Not Fossil Fuel’ video (
that highlights the link between fabrics made from synthetic fibres and the crude oil used in its
manufacture. The amazing reception to the video in 2022 resulted in The Woolmark Company
running this aspect of the campaign again in 2023.

The campaign has received 850 million impressions (the number of times the campaign advert was
seen online, or on outdoor advertising in the US, UK and France) with the 60-second video itself
viewed 131 million times.
Research shows the campaign surpassed industry benchmarks, with surveyed consumers saying that
it was very impactful:
• 75% expressed purchase intent for wool.
• 78% have reconsidered the environmental impact of their clothing choices.
• 80% acknowledged wool as environmentally friendly.
• 77% take fabric/materials into account when making clothing purchases.
In 2023, The Woolmark Company also launched the ‘Filter by Fabric’ ( aspect of the
eco-campaign which urges fashion brands to commit to transparent, accurate product names that
reflect fabric composition. The initiative also empowers consumers to prioritise fabric impact when
making purchasing decisions.

To date, the ‘Filter by Fabric’ initiative has amassed 330+ media clippings, four million impressions,
and pledges from consumers and brand partners such as global fashion giant Benetton and leading
Australian brands Iris & Wool and Merino Country.
“It is vital that the wool industry continues to invest in marketing to address the opportunities and
threats it faces, to promote wool’s natural eco-credentials and to call out fossil fuel-derived fabrics to
prevent consumers being deceived,” John added.
“Marketing campaigns such as our ‘Wear Wool, Not Fossil Fuel’ and ‘Filter by Fabric’ initiatives have
been very successful, but the industry needs more campaigns like this in the future to continue to
increase consumers’ knowledge about the attributes of different fibre types and to promote the
environmental benefits of wool.”

Australian Wool Innovation (AWI) Press Release – 4 July 2024