Global Animal Welfare Strategy
Type: Corporate Strategy Case
Context
Within a global e-commerce organisation, increasing public scrutiny around ethical sourcing and animal welfare created growing pressure to reassess product policies and material standards.
Customer expectations, NGO influence, competitive developments and emerging legislation required a structured and proactive approach to defining and implementing a global animal welfare strategy across fashion and related product categories.
Focus Area
- Corporate strategy
- Ethical sourcing
- Policy design
- Stakeholder alignment
- Governance frameworks
- Global rollout
My Role
I developed and led the strategic initiative to define and implement a global animal welfare policy, with a particular focus on eliminating the use of fur across product categories.
The work required aligning complex stakeholder groups across functions and regions, while balancing ethical considerations, commercial impact and operational feasibility.
Scope of Work
The project involved designing a comprehensive strategic framework and leading its global alignment and implementation.
• Identification and evaluation of animal-derived materials across product categories
• Assessment of ethical implications and potential need for material restrictions
• Development of a global animal welfare policy framework
Impact & decision framework
1. Design of a multi-dimensional assessment model including:
• Customer sentiment
• Competitor positioning
• PR and NGO pressure
• Regulatory and legislative developments
2. Evaluation of business and reputational impact of potential material bans
Stakeholder alignment & governance
• Establishment and leadership of a global cross-functional working group
• Coordination across PR, legal, catalog, restricted products and category teams
• Alignment of strategic direction across regions and functions up to VP level
Implementation strategy
• Development of a global rollout plan for policy implementation
• Structuring of internal processes to ensure compliance and execution
• Integration of policy into existing operational and product governance systems
Outcome
The initiative resulted in a globally aligned strategic framework for animal welfare, including the elimination of fur across product categories.
The project established a clear governance structure and decision framework to guide future material assessments and policy decisions, while positioning the organisation in line with evolving market expectations and regulatory developments.