German Public Broadcasting giant ARD is airing a so-called documentary that puts the crosshairs on the beef and leather industry as a primary contributor to the deforestation of the Brazilian rainforest. This type of over-the-top, inflammatory and deceptive production is a textbook example of “propaganda.” By Is it leather on LinkedIn.

Definition of Propaganda: information, especially of a biased or misleading nature, used to promote or publicize a particular political cause or point of view.

The film, “Illegal Leathers – How German Car Manufacturers Are Threatening the Rainforest” is obviously backed by activist causes like anti-beef, animal cruelty and yes, Big Oil. This documentary fans the flames of environmentalism and blames the German consumer and German automotive companies as being complicit in the rainforest destruction because of their love and use of real leather.

Propaganda works by leveraging one-sided false facts and generating an environment of fear, embarrassment and retribution to those who dare disagree. Activists use propaganda because they don’t care about the truth or the impact of their lies, if their purpose is achieved. And when propaganda is legitimized by media such as ARD, its influence can result in swift and severe change.

Could this type of propaganda be the reason that German auto manufacturers are shifting to fake leather interiors? BMW Group and Mercedes-Benz G GmbH have ruled the world of luxury for generations. And in the blink of an eye, they both choose to turn their back on their consumers and their “brand” of real luxury by transitioning to fake plastic interiors. We know that activists put pressure on these companies as shareholders but combine that with a public campaign to villainize leather, and the threat of embarrassment and total company reputation degradation – we just may be on to something.

The ferocity of the activists’ threats must be staggering to make these powerful, iconic corporations bend at the knee to their demands. But could it also be that this “movement” is providing a camouflaged opportunity for them to offer cheaper, inferior materials while virtue signaling and using the propaganda to cover their tracks? It’s a crazy world for sure – but you would expect more from companies that live and profit from true luxury and hope they would stand up for what their “brand” demands.

But then enter the consumer angle. The propagandists are clever and don’t stop with corporations. They also target the consumer and bully them into changing their preferences. In the world of cancel culture, most people will accept and hide behind the lies instead of risk standing up for truth and being “cancelled.” A brilliant – but devious and manipulative strategy for sure. This underscores what the beef and leather industry is up against. This will not go away – and if left unchecked, will continue to cripple consumer choice AND the leather industry.