The Tamesis
Opposite strategies can work simultaneously
PETA is perhaps best known for its undercover investigations and public performances, but since the late 1980s it has had a strong corporate accountability unit working quietly behind the scenes to secure commitments to phase out products of animal origin. Brainard said one of its key strategies is shareholder activism. The organization currently owns shares in more than 65 publicly traded companies in food, fashion, pharmaceuticals and other industries, but it also acts on behalf of independent shareholders in many more companies. “Shareholder meetings are one of the few places where a CEO must answer questions publicly,” Brainard said. “When PETA raises an issue, it also educates other investors and executives in the room. Even a share gives us the authority to speak directly to leadership and raise issues that impact the lives of animals.”
Shareholder pressure from PETA has repeatedly pushed the process forward, Brainard continued. Among them, H&M agreed to stop purchasing new down, Gap and Farfetch gave up Angora wool, and Frasers Group banned fur. In many cases, PETA’s representatives work best when they counter public perceptions of the organization. “We ask these questions in a straightforward way, lay out the facts and implications, and help investors understand the full picture,” she said. “When PETA goes to shareholder meetings, we disarm executives and board members because we are professional and dispel some of the myths associated with the organization. We drive change in the most professional way possible.”
Public pressure can help solve the problem
Brainard said shareholder activism can force executives to answer questions about animal rights, but public pressure remains critical in pushing those executives to take action. “Public pressure through campaigns and demonstrations and celebrity and celebrity support has brought attention to the issue,” she said. “Consumers appreciate transparency, and shareholders don’t want their investments tied to practices that the public deems unacceptable.”
This can take many forms. In September 2023, Sabato De Sarno will serve as the creative director of Gucci for the first time. Sascha Camilli, Peta’s PR project manager, stormed the catwalk to protest the brand’s use of wild animal fur. Camili explained that the show was chosen because of its popularity. “Actions like this come after sustained behind-the-scenes engagement. It happens after evidence is shared, after appeals are made, after companies are given every opportunity to change. When they say no, we escalate. Taking to the catwalk ensures that companies, as well as buyers, journalists and fashionistas, are faced with our message,” she said. “When that happens, it often drives conversation and sparks change.”
The challenge for organizations like PETA is that shock value can only go so far, especially as the format continues to be repeated and viewers are more accustomed to stunts than ever before. “People may roll their eyes at the brief interruption, but they’re still going to talk about it, and that’s the point,” Camilli added. “If anything, the increasing frequency of disruptive protests in recent years has made people more curious about the motivations behind them – and for animals, that’s a good thing.”
