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A new 2019 YouGov survey has found that one in three Australians prefer fashion brands which prioritise animal welfare.

The research, commissioned by animal charity Four Paws, found awareness of animal cruelty issues is much higher among millennials (69%) than Gen X (57%) and baby boomers (45%).

It revealed only 55% of Australians are aware of animal cruelty in the fashion industry, but of those that did know, 93% were concerned about the animals used within at least one fashion category.

The survey of over 1,000 people found Australians are concerned about animal welfare in industries that supply items directly for the fashion industry, specifically fur (75% surveyed reported concern), exotic leather such as crocodiles and snakes (66%), domestic leather such as cows and sheep (55%), down (54%) and the wool industry (39%).

Four Paws Australia head of communications Elise Burgess said the statistics are telling.

“The opinion poll results demonstrate the need for the fashion industry to make animal protection a priority, not just for the animals, but for the industry as a whole.

“Animal protection is no longer a side-line issue and we’re determined to ensure animals aren’t left behind the ethical fashion movement.”

To lead progressive change for animals Four Paws Australia has launched its Wear It Kind campaign.

It will work collaboratively with brands to ensure they take responsibility for the protection of animals used within their supply chains, while raising the level of awareness about animal cruelty in fashion.

“Many people aren’t aware of the depths of horrific suffering being caused to animals for our clothing,” Burgess said.

“Until now, it has not been transparent about where clothing comes from, and from the poll results we know that 60% of Australians feel transparency is important to help ensure animal welfare”.

Four Paws calling on people to pledge to Wear It Kind and commit to avoiding mulesed sheep wool, fur, exotic leather and down from live-plucked ducks and geese.

“By signing the pledge, people will be showing their support for fashion to protect animals, humans and the planet, while committing to help tackle some of the most pressing animal protection issues in fashion."

Some major brands are already making headway in this space, with proactive animal welfare policies already being announced by H&M and ASOS, with more on the horizon.

However, more brands need to take these steps if we want to see widespread change for animals.

In addition to asking people to Wear It Kind, this year Four Paws helped to review the renewed Good On You animal welfare scoring system.

Good On You has an easy-to-use app that, through a unique rating system, gives the user fashion brand ratings, fashion news, tips and more.

Good On You co-founder Gordon Renouff said ethical issues are becoming more pronounced in fashion.

“Shoppers are increasingly seeking ethical fashion options, and it’s clear that animal welfare is a key concern. Issues like mulesing and fur farming continue to be top of mind for many people.”

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