Independent Online

Thursday, May 26, 2022

Like us on FacebookFollow us on TwitterView weather by locationView market indicators

Compassion for fashion

Each year billions of animals are mutilated or killed to produce items for the fashion industry. Picture: Tracey Adams/African News Agency/ANA

Each year billions of animals are mutilated or killed to produce items for the fashion industry. Picture: Tracey Adams/African News Agency/ANA

Published Aug 5, 2021


A new study conducted by animal organisation FOUR PAWS has shown that almost 90% of people, globally, want the fashion industry to prioritise animal welfare.

Every year, animals suffer and are mutilated or killed for fashion items made from fur, wool and leather.

Story continues below Advertisement

The research conducted by the global animal welfare organisation showed that there has been an increase in demand for compassion towards animals when it comes to the fashion industry.

Market research was conducted by YouGov which covered a sample size of 14 000 people in 12 countries, which included South Africa. The poll showed that almost two-thirds of adults worldwide are aware of animal cruelty in the fashion industry.

Nearly 96% of South Africans in the sample agreed that companies should prioritise animal protection. Additionally, these companies should also prioritise environmental protection and social standards within their corporate social responsibility.

Story continues below Advertisement

In the same study, the research showed that nearly half of South African adults (48%), will choose a fashion brand that prioritises animal welfare when deciding what to purchase.

A total of 62% of South Africans agreed that fashion brands should be transparent about their animal welfare policies.

Director of FOUR PAWS South Africa, Fiona Miles, said the results showed how consumers were becoming increasingly expectant that brands ensure animal welfare in their supply chain.

Story continues below Advertisement

“Brands acting in this way are more likely to resonate well with consumers. We need more people to be aware of animal cruelty, more transparency within animal supply chains, achieving good animal welfare outcomes and a reduction in the use of animal-derived materials overall,” she said.

FOUR PAWS has since launched a new programme named “Wear it Kind” that encourages consumers and the industry to say no to animal cruelty and yes to animal-friendly sustainable fashion options

Miles said through this programme, they aimed to support and encourage brands to reduce their use of animal-derived materials.

Story continues below Advertisement

“We want to ensure animal welfare is achieved holistically, and over time replace animal products with sustainable animal-free materials,” she said.

She added: “Together we can end this cruelty, and work towards achieving an animal-friendly fashion future.”

To support the animal welfare organisation in the fight against animal cruelty in the fashion industry, you can sign the petition here:

Related Topics: