From Tradition to Transformation: Rethinking Meat, Leather, and Our Consumer Choices

I was born in Italy and raised in France, where I grew up surrounded by cultural norms that, at the time, seemed unquestionable. Leather shoes, handbags, and big luxury brands were symbols of success. I remember thinking, “One day, when I’m successful, I’ll own those prestigious items.” Luxury meant leather, fur, and opulence, and eating meat was just as central to our lives. I was served everything from horse to venison and pheasant without ever being asked whether I wanted it. It was just how things were.

I even loved steak tartare—a dish I proudly served in restaurants, inspired by Buffalo Bill and his love of bold, wild meals. In France, BBQs are practically sacred, and in Italy, we celebrate food in much the same way. But it wasn’t until I lived in Canada that I started eating less meat. To be honest, the meat was too chewy, and it made me pause and think. A year ago, I made the decision to cut out meat entirely. However, I still feed my cats food made from meat, which brings its own ethical dilemmas I’m trying to navigate.

Growing up, my grandmother had a mink fur coat, a symbol of luxury and status at the time. Born in 1934, she never really questioned her choice. Her childhood was marked by surviving the chaos of World War II, escaping from bombs and struggling through hardships. For her, wearing fur was a reward, a sign of success, and part of the norm.

I remember watching a TV program about Brigitte Bardot, who was campaigning against animal cruelty and defending animals killed for their fur. I had a conversation with my grandmother about it, expressing my concern. Her response was simple: “What to do now? The animal is already dead. Don’t be sad for that.” She didn’t see a problem because, in her mind, this was just how things had always been. But at the same time, she loved animals deeply. She admired horses and often spoke of their intelligence, seeing them as noble creatures. This contradiction always struck me—how someone could treasure animals and yet wear a coat made from one.

For her generation, it was a matter of perspective. Fur and leather were just part of life, and the ethical questions we now raise weren’t part of the conversation. I don’t judge her for it, but it made me think deeply about how times and values have changed, and how, today, we have the opportunity to choose differently.

The Numbers Behind Meat and Leather Consumption

The numbers paint a stark picture. In 2023, global meat consumption reached nearly 350 million tons, with the average person eating around 75 kg (165 pounds) of meat annually. That’s more than a personal dietary choice—it’s a driving force behind deforestation, greenhouse gas emissions, and significant animal suffering.

The leather industry isn’t much better. Over 1.4 billion animal skins are used each year to make leather, contributing to pollution and exploiting vulnerable communities in developing countries. The leather tanning process involves heavy chemicals like chromium, which is toxic to both workers and the environment. Despite all this, we rarely stop to ask if this is truly necessary.

Alternatives: Cactus Leather and Plant-Based Meat

Yet, there’s hope. My grandmother once had a vision of a world where we’d be more conscious of our choices, and today, that vision is slowly coming to life. More and more companies are offering alternatives—like Desserto, which creates vegan leather from cactus, or plant-based meat products—that don’t just reduce animal suffering but also slash our environmental impact.

Take plant-based meat as an example: producing 1 kg of beef emits 60 kg of CO2, while producing 1 kg of plant-based meat alternatives like those from Beyond Meat emits just 3.5 kg of CO2. That’s a 90% reduction in carbon emissions for a single meal! The leather industry has its alternatives, too—brands like Desserto are pioneering vegan leather made from sustainable plants like cactus, offering a cruelty-free and eco-friendly option for those who still value luxury.

How Companies Can Promote Fair and Responsible Alternatives

Fair and responsible brands play a crucial role in transforming consumer choices. However, to have a lasting impact, companies need to invest in more than just producing ethical products—they need to actively educate and engage consumers.

Here’s an example of an editorial plan for brands looking to promote fair and sustainable alternatives:

1. Monthly Editorial Theme: “From Animal Exploitation to Ethical Innovation”

Each month, the brand can focus on a specific theme related to ethical consumerism. For instance, in November, the theme could explore how we can transition from using animal-derived materials to plant-based innovations.

2. Blog Series: “Behind the Numbers”

A blog series that breaks down the environmental and ethical costs of traditional leather and meat industries, backed by real data. This helps consumers understand the full impact of their choices and positions the brand as a thought leader in sustainability.

3. Social Media Campaign: #WearYourValues

Through engaging posts, stories, and interactive polls, this campaign would encourage consumers to share how they’re choosing cruelty-free products, whether it’s vegan shoes, handbags, or plant-based meals. Partnering with influencers aligned with these values could increase reach.

4. Video Content: “How It’s Made”

Short videos showing the production process of alternative materials like cactus leather or mushroom-based textiles. These should be transparent and educational, highlighting the sustainable steps behind each product’s creation.

5. Collaborations with NGOs and Charities

Partnering with animal welfare organizations or environmental NGOs can help build credibility and spread the brand's message to a wider audience. A portion of proceeds from certain products could go toward funding reforestation projects or animal sanctuaries, reinforcing the company's values.

6. Customer Testimonials

Feature testimonials from customers who have made the switch to vegan or plant-based alternatives. Authentic stories about how these products fit into their lives can inspire others to make similar choices.

7. Product Innovation Announcements

Keep the conversation fresh by regularly announcing new products that push the boundaries of sustainable innovation—whether that’s a new line of biodegradable vegan shoes or plant-based packaging for their products.

Conclusion: Aligning Our Words with Our Choices

We live in a world where we have more information and more options than ever before. And as consumers, we hold tremendous power. I’ve seen firsthand how my own choices—from being raised on leather and steak to now living more consciously—have shifted over time. This proves to me that change is possible, not by striving for perfection but by making informed, responsible decisions.

Fair and responsible brands like Stella McCartney, Beyond Meat, Desserto, and Matt & Nat show that we don’t have to sacrifice luxury, style, or taste to live in line with our values. We have the power to support a future where cruelty-free and sustainable options become the norm.

I know change won’t happen overnight. It will take time for old habits to fade and for industries and consumers to fully embrace these alternatives. But I truly believe that transformation is possible—for the good of both humans and animals.

While it may be gradual, I’m confident that the shift can be meaningful. If we talk about purpose and impact, we must embody that change in our daily lives. It starts with the choices we make every day—from what we eat, to what we wear, to how we spend our money. Change is happening, and I’m certain we can keep it moving in the right direction.