#Instawool: Wool Narratives of Sustainability on Instagram

Abstract

Wool consumption is at its lowest since the 1950s: a 2021 Textile Exchange report states that wool accounts for only 1% of the world’s global fibre market. Despite the low uptake of wool, an interest in natural fibres has recently emerged due to the increased awareness of textile waste causing environmental pollution and loss of biodiversity as the result of a linear and delocalised economy. The aim of this paper is to identify the type of content used by global wool stakeholders to promote wool on social media (Instagram) and how it interacts with contemporary issues in sustainability. An ensuing question is whether the narrative emerging is supporting the expansion of wool consumption. A mixed method was used to gather data about the marketing of wool on Instagram using authoritative national and international wool stakeholders such as the Australian Wool Innovation, Woolmark, Campaign for Wool, British Wool, the International Wool Textile Organisation and New Zealand Merino Co. This study provides a novel account of the interplay between wool, as a primary industry product, and fashion and how their intersections generate content, representation, and ideas on digital media. The study found that wool is presented to consumers as the fibre of choice. To various degrees, all six stakeholders support a sustainability narrative based on the intrinsic qualities of wool as a natural fibre, from its biodegradability to its ability to recycle atmospheric carbon. Material qualities are represented through images and texts referring to wool’s softness, warmth and its versatility as high-performance clothing for a variety of uses, and as an insulating material. Images of sheep, lambs and ewes are posted to create emotional responses toward wool.