PETA scored a major victory against Australian sheep farmers when H & M banned Australian wool from their designs. The dispute arose of a practice called mulesing. This is removal of skin from the tail to prevent flies from laying eggs in the folds. A statement from H & M said they would start looking for Australian wood alternatives.
Implications - A company that fails to support humane and ethical production procedures can receive a great amount of pressure and negativity from the public. So, it is important for a brand that relies on positive consumer opinion to make ethics a priority. Events like this show how the positive publicity that results from making an ethically sound stand can often more than make up for the effort it requires.
Boycotting to Force Change
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