Woman with sheep

New study: Pandemic leads to increased demand for compassion in fashion

FOUR PAWS reveals that almost 90 per cent want fashion industry to prioritise animal welfare


3 August, 2021 – Millions of animals suffer, are mutilated or die every year for fashion items made of fur, leather and wool. Yet, new research commissioned by global animal welfare organisation FOUR PAWS has revealed there is strong demand for more kindness to animals in our wardrobes. The You Gov poll among almost 14,000 participants across twelve countries* found that nearly two thirds of adults (64%) are aware of animal cruelty in the fashion industry and since COVID-19, almost another third (31%) are now either seeking products with high animal welfare credentials or avoiding animal-based products all together. FOUR PAWS new programme “Wear it Kind” urges consumers and industry to say “No” to animal cruelty, and to choose only animal friendly sustainable fashion.

According to FOUR PAWS new research, every third (37%) adult chooses one fashion brand over another if they prioritise animal welfare. Overall awareness levels of animal cruelty in fashion are constantly rising. Globally, nine out of ten people (86%) want companies to make animal protection a key priority alongside environmental protection and social standards.

“The survey results show consumers increasingly expect brands to ensure the welfare of the animals used within their supply chains. Brands acting in this way, are more likely to resonate well with consumers. Though the results are encouraging we need more people to be aware of animal cruelty when buying textiles, more transparency within animal supply chains, and to achieve good animal welfare outcomes, a reduction in the use of animal-derived materials overall.” 

states Jessica Medcalf, animal welfare in fashion expert at FOUR PAWS.

A trend called compassion

The research revealed that since the beginning of the Coronavirus crisis, fashion purchasing habits have changed significantly, with 50 per cent noting some level of change. In fashion-conscious Italy, almost two-thirds (64%) have made changes to how they purchase fashion. A quarter of French respondents (27%) state they now seek sustainable fashion with higher animal welfare standards but at the same time are least interested (8%) in ditching animal products completely. While globally one in eight (13%) has decided to now avoid animal-based fashion products all together, with Bulgarians (28%), South Africans (20%) and Austrians (17%) topping the list.

Wear it Kind

FOUR PAWS has a long legacy in catalysing change, most recently urging brands like PUMA and Calvin Klein to ditch mulesed wool: Mulesing is a painful mutilation of young Merino lambs where large pieces of skin are cut from their buttocks to prevent flystrike infestation, despite pain-free alternatives available. Additionally, the global animal welfare organisation has helped to drive the the Fur Free Retailer programme in which over 1,500 brands have pledged to never use fur. 

“Through our new Wear it Kind programme we’re committed to supporting and encouraging brands to reduce their use of animal derived materials, refine their supply chain practices to ensure animal welfare is achieved holistically, and overtime replace animal products for sustainable animal-free materials. While fur has been in focus internationally for some time, many other cruel practices also persist including the live plucking of geese, shocking mutilation practices within the wool industry, and brutal killing and keeping conditions of animals used for leather. Together we can end this cruelty, and work towards achieving an animal friendly fashion future.” concludes Medcalf.

Shoppers can help by pledging to Wear it Kind and learn about the fashion industry support on how to act for animals here.

* The global study was conducted online between 7th-18th January 2021, and is comprised of representative samples of the following twelve markets:

| Australia | 1,060 |
| Austria | 1,054 |
| Bulgaria | 1,013 |
| France | 1,027 |
| Germany | 2,038 |
| Italy | 1,024 |
| Netherlands | 1,046 |
| South Africa | 508 |
| Spain | 1,026 |
| Switzerland | 529 |
| United Kingdom | 2,109 |
| United States | 1,213 |
| Total | 13,647 | adults 18+ (51% female, 49% male)

Global report

Global report

See the full results here



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Michael Kellner

Michael Kellner

PR International Officer


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1150 Vienna, Austria

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FOUR PAWS is the global animal welfare organisation for animals under direct human influence, which reveals suffering, rescues animals in need and protects them. Founded in 1988 in Vienna by Heli Dungler and friends, the organisation advocates for a world where humans treat animals with respect, empathy and understanding. The sustainable campaigns and projects of FOUR PAWS focus on companion animals including stray dogs and cats, farm animals and wild animals – such as bears, big cats and orangutans – kept in inappropriate conditions as well as in disaster and conflict zones. With offices in Australia, Austria, Belgium, Bulgaria, France, Germany, Kosovo, the Netherlands, Switzerland, South Africa, Thailand, Ukraine, the UK, the USA and Vietnam as well as sanctuaries for rescued animals in eleven countries, FOUR PAWS provides rapid help and long-term solutions. www.four-paws.org

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