Fashion’s green strategy is making microplastics pollution worse

Building relevance by pointing to the bigger picture

Plastic pollution
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Polyester has radically changed fashion, enabling brands to flood the world with more disposable clothing, multiplying waste and pollution. A new laboratory investigation has found that industry’s main response to these environmental problems is making microplastic pollution worse. Read the full press release here.

This Changing Markets report did well, generating nearly 300 articles. We opted for a broad media outreach strategy based on the likely broad appeal of the story. The coverage largely stuck to our press release / general angle. I really enjoy figuring out the basic story then stepping back to see how broadly applicable it can be made, hence the slightly feature-like intro to our press release (above).

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