Animal Welfare in the Corporate World

There is a widespread misconception that People for the Ethical Treatment of Animals (PETA) employees and activists do little more than wear provocative costumes and rant about cruelty to animals. It’s true that street theatre–type protests and eye-catching celebrity campaigns featuring people such as Maggie Q, Barbie Hsu, Amber Chia, Jackie Chan, Paul McCartney and Miss World Malaysia Thanuja Ananthan keep PETA, its affiliates and issues involving animals in the news.

Media attention is crucial – silence on these issues means that animal suffering and misery continue. However, for years, PETA, PETA India, PETA US and our affiliates have also influenced the policies of hundreds of companies (including cosmetics companies, grocery-store chains, car manufacturers and fast-food giants) as well as entire industries.

These companies are leading the way when it comes to corporate responsibility. They know that with the overwhelming number of choices in today’s global marketplace, it’s easier than ever for customers to walk away from businesses whose practices they find objectionable. Whether you’re talking about labor concerns, the environment or animal protection, the old adage “the customer is always right” applies to ethics too.

Starting with PETA US three decades ago, PETA affiliates have influenced the policies of hundreds of corporations and brought about changes in legislation that protect animals from some of the worst abuses. These successes are possible in part because citizens and consumers are no longer willing to sit by while animals are needlessly abused and killed for profit.

In Malaysia, after hearing from PETA supporter Tamara Ecclestone – the daughter of Formula One mogul Bernie Ecclestone – Tony Fernandes of Lotus Racing and AirAsia agreed never to serve foie gras (the cruelly produced liver of force-fed ducks and geese) at the companies’ events.

In the late 80s and early 90s, PETA US’ campaigns against product testing on animals led to negotiations with some of the world’s largest cosmetics companies, including Avon, Revlon and Estée Lauder. Today, nearly 900 companies have signed PETA US’ statement of assurance affirming that neither their products nor the ingredients that they use are tested on animals.

After PETA and its affiliates brought mulesing (a procedure performed by Australian farmers that involves carving huge strips of skin and flesh off the backs of unanesthetised lambs’ legs and around their tails in a misguided attempt to prevent flystrike) into the public eye, dozens of retailers and clothing manufacturers around the world pledged only to buy wool from non-mulesed sheep. Recently, China’s Sunshine Group, the world’s largest buyer of Australian wool, demanded that Australian wool growers put an end to these cruel mutilations, citing an increase in the number of requests from major international clients for products made from non-mulesed wool.

Top fashion designers – appalled by undercover video footage showing animals who were beaten and skinned alive on fur farms – are making the compassionate decision to stop using fur. Tommy Hilfiger, Ralph Lauren, Calvin Klein, Vivienne Westwood and numerous other designers have adopted fur-free policies.

No matter what kind of business you’re in, it’s likely that you will hear from PETA eventually. Given the accomplishments of PETA affiliates over the past two decades, you might want to hear us out. If you’re still unsure, consider this: according to a study by Label Networks, a leading youth-marketing company, PETA US is the number one overall non-profit organisation that 13- to 24-year-olds in North America would volunteer for. According to this study, the younger the demographic in question, the higher the percentage of people who would volunteer. These are your future customers.

Jason Baker is the director of People for the Ethical Treatment of Animals (PETA) Asia. For more information, please visit PETAAsiaPacific.com.