For fashion brands specifically, the āsustainabilityā or āethicalā label are a strong PR point for many (and no concern at all for others). This has been leveraged into collaborative changes with such brands in the past, especially by PETA, who used to run more ābad copā campaigns but now lean more into collaborating. One reason for this can be the growing concern of the public, and specific subgroups of consumers who care or want to show they care about sustainability or animal welfare. Probably also the history of PETAās strong campaigns can lead companies to look for a collaborative approach and compromise, as you said under the threat of a public campaign. The high success of these campaigns also most likely lies in very strategic selection of the brandsāPETA and other campaigners usually go for the ālow hanging fruitā and target brands that have an image of caring about such issues and are likely to want to maintain it.
I just wanted to add to Zuzanaās response that our basis for the statement in question is also based on what we have learned out about cage-free corporate campaigns. From our understanding, the threat of a ābad copā campaign is often enough for companies to sign commitments. So yes Jojo, your interpretation is correct I would say.
Thank you!
For fashion brands specifically, the āsustainabilityā or āethicalā label are a strong PR point for many (and no concern at all for others). This has been leveraged into collaborative changes with such brands in the past, especially by PETA, who used to run more ābad copā campaigns but now lean more into collaborating. One reason for this can be the growing concern of the public, and specific subgroups of consumers who care or want to show they care about sustainability or animal welfare. Probably also the history of PETAās strong campaigns can lead companies to look for a collaborative approach and compromise, as you said under the threat of a public campaign. The high success of these campaigns also most likely lies in very strategic selection of the brandsāPETA and other campaigners usually go for the ālow hanging fruitā and target brands that have an image of caring about such issues and are likely to want to maintain it.
Thanks both!
I just wanted to add to Zuzanaās response that our basis for the statement in question is also based on what we have learned out about cage-free corporate campaigns. From our understanding, the threat of a ābad copā campaign is often enough for companies to sign commitments. So yes Jojo, your interpretation is correct I would say.
Thank you both for your responses! Makes sense