Our Canada Goose Advocacy Campaign project was initiated by a team of passionate vegans at Ardor SEO who desire to utilize the power of volunteerism and activism to end the fur trade. Each year, more than one billion rabbits, foxes, seals, minks, and coyotes are raised on fur farms or trapped in the wild, then killed for their pelts. We believe that putting pressure on company practices through consumer education and demand has the greatest impact on putting a stop to the fur trade.

Canada Goose leads globally in winter clothing sales (in 2018, the company reported revenue of $591.2 million) and is one of the leading users of animal fur. Canada Goose markets a wide range of jackets, parkas, vests, hats, gloves, and other apparel that contain animal fur or other animal parts such as goose feathers.

Consumers don’t choose cruel options because they want animals to die. Consumers choose cruel options because they don’t know about the suffering, and what cruelty-free options are out there. In fact, according to a 2011 study about consumer behavior and animal welfare in the European Union (https://www.sciencedirect.com/), access to information was the strongest behavioral determinant of consumer shift to products adhering to animal welfare principles.

There are many powerful websites that do an excellent job showing the horror of the fur industry. However, the problem is that not many people, especially the non-vegan target population, are searching Google for anti-fur information, so these websites don’t get a lot of visitors and have limited impact.

Our goal is to collaborate with 100 animal rights websites to post anti-fur material about Canada Goose and rank in Google for every keyword related to the company. We also desire to mobilize 500 animal rights social media channels and create a tidal wave of activism across the internet. This will ultimately put pressure on Canada Goose to examine its products and practices due to consumer pressure and loss in profit.