# Boycotting to Force Change PETA Gets H & M to Change Wool By Going Like Sixty | Published 2008-02-19 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/peta-convinces-hm-to-change-wool References: [ragtrader.au](http://www.ragtrader.com.au/ragtrader/index.cfm/p/news.detail/objectID/2F2BC643-65BF-75E5-C8FE3D486F17D30A/) [PETA](https://www.trendhunter.com/trends/beauty-without-bunnies) scored a major victory against Australian sheep farmers when H & M banned [Australian wool](https://www.trendhunter.com/trends/knit-kite-jacket) 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](https://www.trendhunter.com/trends/animal-welfare-transparency) 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. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 25% | Activity: 61% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Ethical Consumerism:** Brands are increasingly being pressured to support humane and ethical production procedures to avoid public backlash. - **Alternatives to Traditional Materials:** Companies are actively seeking alternative materials to replace controversial or unethical raw materials in their products. - **Public Opinion Influencing Brand Strategy:** Brands are realizing the importance of aligning with ethical values to maintain positive consumer sentiment and avoid reputational damage. ### Who This Affects Most - **Fashion and Apparel:** The fashion industry is being forced to address ethical concerns and find innovative alternatives for controversial materials like wool. - **Sustainable Materials and Textiles:** The sustainable materials industry has an opportunity to offer innovative and ethical alternatives to traditional raw materials like wool. - **Public Relations and Branding:** Public relations firms and branding agencies can play a key role in helping brands navigate ethical challenges and communicate their ethical initiatives to the public. ## Related on Trend Hunter - [Animal Welfare Initiatives](https://www.trendhunter.com/trends/max-mara-fashion-group.md) - [Charity Organization Rebrands](https://www.trendhunter.com/trends/humane-world-for-animals.md) - [Animal Welfare Campaigns](https://www.trendhunter.com/trends/food-lion1.md) - [Conscious Consumerism Apparel](https://www.trendhunter.com/trends/or-collective-and-h-project.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Brand-Led Endangered Animal Programs](https://www.trendhunter.com/trends/endangered-animal-program.md) - [Cruelty-Free Deodorants](https://www.trendhunter.com/trends/beauty-without-bunnies.md) - [Cruelty-Free Grocery Catalogues](https://www.trendhunter.com/trends/ethical-food-products.md) - [Inventive Retail Strategies](https://www.trendhunter.com/trends/inventive-retail-strategies.md)