Norwegian research catches Woolmark’s attention
Consumers, especially younger ones, are increasingly “rejecting synthetic fibres” and embracing natural materials, The Woolmark Company has claimed.
In recent comments, the organisation that promotes Australian merino wool said that natural fibres “align with values around wellness, slow living and sustainability” that many Gen Z and Millennial consumers subscribe to.
To back this up, it quoted a recent academic paper, published in scientific journal MDPI, with the title ‘Perspectives on Natural Fibers’ Competitiveness and Sustainability’. Authors of the paper were Mourad Krifa and Vinoth Kumar Gnanasekar from Kent State University in Ohio.
They, in turn, quoted research from Norway. In a survey of Norwegian consumers, the majority of respondents expressed a preference for natural fibres, with wool ranked first (72%) and cotton second (63%), the research said.
