So, this is how you counter an outright lie – attack it directly! Can you imagine the power of countering every false billboard and advertisement with the truth? While maybe not 100% possible, this type of bold tactic is what’s needed in today’s “3-second scroll” world, where people simply read, believe and move on. Drive by a billboard and you’ll remember it. See it on a pop-up ad and you’ll remember it. But rarely do people ever dive in further and research the claim.

So how does our industry fight a false campaign funded lavishly by big oil and anti-beef activists? Ideally, we’d be well-coordinated and have a “quick action” fund that could be tapped to counter the claim directly. But, while we are making strides towards that level of cooperation, we aren’t at that level of organization yet. So, we’d suggest that we all keep diligent and identify falsehoods and greenwashing that are hurting our industry. If it’s on social media – call it out in comments with simple verifiable facts. Not just sometimes – but ALL times. If it’s a billboard or advertisement, send a note to the organization or retailer with the truth attached or forward Is It Leather a copy of the lie and we can use our channels and resources to keep exposing the truth.

Having direct counter attacks to the lies against our industry is crucial. We need to work together in a coordinated fashion, leveraging our dollars and expertise to fight a foe that is larger, louder and more well financed. The team at Is It Leather has taken on the charge to coordinate us further and leverage all our efforts so that we can stop these ridiculous lies and revive real leather through the truths of its durability, sustainability and luxury. If you want to know how you can help with this effort, please send us a DM.