A new fundraising campaign has begun for Gen Z- and Millennial-focused leather marketing initiative Metcha.

Campaign group Leather Naturally launched Metcha in 2019 and has run two previous successful annual fundraising exercises to raise money from companies across the leather value chain to keep this effort going.

Metcha says it has built up a total audience of more than 4.7 million people across various social media channels. It has compiled survey data suggesting that it has already managed to inspire 64% of its audience. This research also suggests that 38% of those people have bought a product after seeing it on Metcha’s channels.

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