# Paradoxical Fur Ads "Fur is Green" Campaign By Bianca | Published 2007-11-25 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/paradoxical-fur-ads-fur-is-green-campaign References: [furcouncil](http://www.furcouncil.com/ecological.aspx) A Canadian fur company has hailed their fur products as ethical... "Protecting nature, while pampering yourself," is their tagline. WHAT? isn't that a major paradox? In their marketing campaign, the Fur Council of Canada is calling fur an "[Eco-Fabric](https://www.trendhunter.com/trends/regeneration-nation)" and is featuring banners across the site with model cloaked in a fur-trimmed hood with the slogan, "Fur is Green." Their justification? "Fur is fashion, warmth, comfort and beauty. For many, fur is the ultimate luxury. But using fur also helps to protect our natural environment while supporting people and cultures," the [FCC](https://www.trendhunter.com/trends/fcc-environmental) site says. "To be considered 'green' or 'environmentally-friendly', apparel and accessories should be made from natural materials that are: Renewable; Durable, long-lasting; Reusable, recyclable; Biodegradable; Non-polluting, non-toxic; Energy efficient in their production, use and disposal." I wonder what [PETA's](https://www.trendhunter.com/trends/animal-intelligence) celeb activists that would "rather go naked than wear fur," would say to this one? ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 73% | Activity: 27% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Ethics-washing:** The trend of misrepresenting unethical products and services as ethical to increase sales and appeal to conscious consumers. - **Greenwashing:** The trend of portraying environmentally harmful products and services as eco-friendly to appeal to conscious consumers. - **Sustainability Claims:** The trend of making sustainability claims to prove compliance with increasing environmental and social responsibility. ### Who This Affects Most - **Fashion:** Disruptive innovation opportunities include exploring new ethical alternatives for luxury products such as fur. - **Marketing:** Disruptive innovation opportunities include creating transparent marketing strategies and implementing accurate environmental and social responsibility claims. - **Environmental Conservation:** Disruptive innovation opportunities include exploring new technologies and methods for sustainable animal product substitutes. ## Related on Trend Hunter - [Animal Welfare Initiatives](https://www.trendhunter.com/trends/max-mara-fashion-group.md) - [Hyper-Realistic Faux Fur Collections](https://www.trendhunter.com/trends/ducies-fw25-collection.md) - [Camel Hair-Made Sustainable Materials](https://www.trendhunter.com/trends/cameluxe.md) - [Premium Outerwear Collections](https://www.trendhunter.com/trends/rudsak-fallwinter-24.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Plant-Based Fur Luxury Bags](https://www.trendhunter.com/trends/biofluff.md) - [Pet-Powered Beauty Campaigns](https://www.trendhunter.com/trends/animal-intelligence.md) - [Circular Outerwear Models](https://www.trendhunter.com/trends/templa-1.md) - [Low-Waste Pet Grooming Products](https://www.trendhunter.com/trends/good-fur.md)