AUGUST 5 2024- BOSTON, MA  – A new global YouGov survey shows over a quarter of people (27%) now avoid animal-based fashion. The same poll shows that the public calls for cruelty-free fashion, including 70% of Americans who agree that fashion companies should reduce their use of animal derived materials and invest in alternatives and transition to sustainable animal-friendly material alternatives. Yet, only 4% of fashion brands reviewed by the global animal welfare organization FOUR PAWS have published clear reduction commitments for animal-derived materials (ADMs). In response to these survey results, FOUR PAWS launches their “Wear It Kind Directory” listing the reduction and refinement, or lack thereof, of animal-derived materials of over 200 international fashion brands.  

In April 2024, FOUR PAWS commissioned a public opinion poll conducted by the renowned market research institute YouGov that surveyed almost 11,000 shoppers in twelve countries*. The results show that a vast majority of people are concerned about the treatment of animals in global fashion production. Of highest (81%) concern is about the usage of fur, followed by down feather (59%) and wool (33%). Fur accounts for one of the cruelest ADMs with foxes, raccoons, and other wild animals being permanently confined or cruelly trapped, and all brutally slaughtered.

For Americans, the YouGov survey showed that half (49%) of the 1,038 adults polled are aware of animal cruelty issues in the fashion industry.  The most concerning category in the fashion supply chain for Americans is also Fur, from mink, fox, raccoon dog, etc. (68%, up from 57% in 2021).

Key Survey Results Globally

• The global results show that a vast majority of people are concerned about the treatment of animals in global fashion production. Of highest concern is about the usage of fur (81%), followed by down feather (59%) and wool (33%).
• Over a third of shoppers (36%) said they will choose one brand over the other if it prioritizes animal welfare.
• 50% say companies should give animal protection equal priority to environmental protection and social standards (human working conditions).
• More than a quarter of people (27%) have decided to avoid animal-derived fashion all together.

Key Survey Results for the United States

• Seven in ten (70%) Americans agree that fashion companies should reduce the use of animal derived materials (ADMs) and invest in alternatives and transition to sustainable animal-friendly material alternatives (such as recycled or plant-based materials)
• Nearly two-thirds (64%, up from 48% in 2021) of Americans say that fashion brands should be responsible for assuring animal welfare standards are upheld throughout their supply chains, while half (50%, up from 42% in 2021) say that fashion brands should be transparent about their standards when it comes to animal welfare.
• 32% (compared to 25% in 2021) of Americans will choose one fashion brand over another if they claim to prioritize animal welfare
• 24% (up from 9% in 2021) of Americans say they have decided to avoid animal-based fashion products all together.
• Fur (68%) is the most concerning category in the fashion supply chain for Americans.
• One in three (33%) Americans believe that both the farming, import, and the sale of fur should be banned
• A third (34%) of Americans say they are familiar with a common farming procedure known as “mulesing” (otherwise known as “live lamb cutting”), which is practiced on most wool-producing merino sheep in Australia
• And while two-thirds (66%) of Americans have never heard of “mulesing”, after learning about the practice of it in Australia and the availability of pain-free alternatives, three in four (74%) Americans agree that retailers sourcing wool should phase out their use of wool from mulesed sheep, with 49% strongly agreeing.

Approximately five billion animals are at risk of severe suffering for clothing items, due to routine mutilations and poor husbandry, or being killed directly for products made of fur. This is why FOUR PAWS has launched – the “Wear It Kind Directory” – that rates over 200 international fashion brands on four key animal welfare issues, including their reduction in use of animal-derived materials (ADMs).

For instance, the Directory closely examines how brands are mitigating the risks of live lamb cutting (also known as mulesing), the cruel procedure where palm-sized pieces of skin and flesh are cut off more than ten million lambs’ buttocks per year. Impressively, over 54% of brands have committed to having 100% certified live lamb cut-free wool by 2030. In addition, a further 13% of brands globally selling wool are already claiming to be fully certified live lamb-cut free. Leading the charge are brands such as The North Face, Icebreaker, ALLSAINTS, Columbia Sportswear’s prAna, and Reformation.             

Further, a reduction of ADMs is not only a critical step to minimize severe animal welfare infringements, but also necessary to address the fashion industry’s carbon and land use footprint, as a previous report by FOUR PAWS points out. And according to the YouGov poll, the majority (81%) of people surveyed across the planet agree that fashion brands should reduce the use of ADMs and invest in alternatives to transition to sustainable animal-friendly material alternatives such as recycled or plant-based materials.

Background information

The Wear It Kind Directory is a digital database that will allow consumers to better understand fashion brands commitments and progress across four key animal welfare areas within their fashion supply chains: the use and avoidance of Live Lamb Cutting (mulesing) in wool supply chains, live plucking in down and feather supply chains, the use of fur, and the reduction of animal-derived materials (ADMs) overall. The Directory does not provide an overall brand ranking and does not consider a brand’s entire use of animal-derived materials. However, by increasing transparency and measuring progress across key areas, FOUR PAWS can encourage brands to achieve targeted lasting change for animals on the ground.

The Brand Directory was developed by FOUR PAWS using publicly available information. The ratings given are calculated on the basis of this ratings guide, and the Directory can be accessed here.

*The global opinion poll was conducted online between April 3rd to 17th in 2024 in twelve countries: Australia, Austria, Bulgaria, France, Germany, Italy, Netherlands, South Africa, Spain, Switzerland, United Kingdom and United States. The figures have been weighted and are representative of all country adults (aged 18+). Brands included in the Wear It Kind Directory are from across the world, but primarily from Europe and the US.