Despite PETA’s assertion that anyone on any budget can shop cruelty-free, the headline of its “Shop” page titled “Carry your compassion” was followed by an image of a vegan purse with a $400 price tag. Phrases such as, “Put your money where your heart is”, “All you need is heart”, “It’s as easy as swiping your credit card”, and “Eat, shop, relax, repeat” demonstrate PETA’s presumption that vegan consumerism is a more effective form of advocacy than nonmonetary advocacy. Telling people “being cruelty-free is all about easy choices”, and then advertising $400 vegan bags also demonstrates PETA’s presumption that only those who can afford to buy cruelty-free products can help liberate nonhuman animals and “put a padlock on factory farming”. Framed in this way, nonhuman animal advocacy excludes financially and geographically marginalized people who have little or no access to such “cruelty-free” products and thereby caters to a limited …show more content…
Positioning social justice as a matter of consumerism has ultimately prioritized human concerns and treated nonhuman animals as secondary subjects. The organization’s efforts to promote human interests, such as fashion, have undermined and decentered the interests of nonhuman animals. PETA’s homepage in 2009 featured a video narrated by fashion consultant and television personality Tim Gunn. The caption underneath