How PETA Won Its Messy Fight and Took a Seat at the Table

Source: New York Times

How PETA Won Its Messy Fight and Took a Seat at the Table

Turns out if you throw enough red paint, eventually they’ll listen.

By Jessica Testa
May 31, 2020

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PETA’s mode of making social change has always been to inspire shock and ignite boycotts. For years, we’ve watched videos of screaming animals and seen red paint splatter fur coats. With these in-your-face and highly visual tactics, the activists helped win the culture war over fur.

But it’s been 15 years now since Anna Wintour was last dealt a tofu pie to the face.

Behind closed doors, PETA has embarked on a mission of corporate diplomacy. These days, much of its activism involves organizing conference calls and sending forceful but respectful emails. Supporters don’t flood the streets as often as they flood Twitter. The famously loud group, now 40 years old, is operating more quietly. More brands than ever are listening.

“We’re no longer storming the offices of fashion companies,” said Laura Shields, the corporate responsibility manager at PETA. “Now we’re getting invited to come sit down at the boardroom table.”

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Read more: https://www.nytimes.com/2020/05/31/style/peta-fashion.html