In the wake of Canada Goose going public, animal rights group PETA protested today outside of the Toronto and New York Stock Exchanges.
In addition to the protests, the activist group bought shares this morning in the company.
The shares will be used as part of a campaign to compel Canada Goose to stop using coyote fur and goose down in their jackets.
This is part of a continued strategy by PETA to gain access to shareholder meetings and use shareholder resolutions to persuade companies to change their policies, according to Ashley Byrne PETA’s Associate Director of Campaigns.
“It is a very effective way to get a seat at the table and to get an audience [with the company],” says Byrne
Byrne highlighted a similar campaign where PETA successfully used a shareholder resolution as leverage to persuade Tesla, the electric car company, to offer vegan leather seat options.
PETA is hoping that Canada Goose will follow many other outdoor brands and go ‘cruelty- free.’
Byrne added, “It’s worth nothing from a consumer perspective, from a financial perspective, we’re seeing such a movement from certain companies to use cruelty-free products that are much more high tech and that are better at keeping out the elements [rather] than animal fur and feathers.”