Unifying leather industry for consumer education
At the Sustainable Leather Foundation’s recent year-end partner meeting, Katie Kutskill, business operations and strategy lead for the global leather industry campaign group Is it Leather?, discussed challenges and trends in the leather sector.
She noted that more than 150 associations, certifications, and programmes exist globally, but a lack of coordination has created a fragmented flow of information. Ms Kutskill called for greater unification to streamline communication and better inform consumers about the industry’s efforts.
Highlighting market challenges, Ms Kutskill cited a decline in the automotive leather sector, which has dropped from approximately $4 billion in 2012 to around $2.5 billion today. She noted similar downward trends in the fashion and footwear sectors. According to Ms Kutskill, educating consumers about leather’s value is critical in addressing these challenges, although she clarified that this goal is not driven by increasing industry profits.
The campaign has incorporated the term ‘vegan leather’ in its messaging, despite criticism of the term as self-contradictory. Ms Kutskill explained that the term is a proven search phrase used by consumers, and its inclusion aims to ensure that accurate information about leather appears alongside related search results. She also reported that some original equipment manufacturers (OEMs) have engaged with the campaign, with a few reconsidering their use of alternative materials or adjusting their labelling practices.
The presentation concluded with a call for greater industry collaboration to improve consumer understanding and emphasise the value of leather.
