Why Marketers Like Disney and Seaworld Are Now Opting for the Humane Touch

Activism spurs change

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A cynic might say that fashion mavens, food sellers, cosmetics makers and entertainment purveyors are just trying to save face and give themselves a feel-good marketing hook by changing the way they treat and use animals in their businesses.

Wayne Pacelle, president and CEO of the Humane Society, might agree. But their motivation takes a back seat to their recent actions, he says, which have been unprecedented:

SeaWorld Entertainment, in the face of falling attendance and public protests, abruptly changed course this spring and promised to end its breeding program for killer whales.

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