Leather Cluster Barcelona presents the 2021/2022 Communication Plan

This Friday 15 October, the cluster organised an in-person event at Adoberia Bella, where the communication plan of Leather Cluster Barcelona was presented. A participatory session open to the entire value chain of the leather industry in Catalonia, with the aim of sharing key messages, narrative, content pillars and channels to highlight leather as a benchmark of circular economy and sustainable fashion.

During the event, which aroused great interest in the leather sector, the cluster made clear the pressing obligation of the leather industry to explain itself, to communicate and to make itself known. In this regard, Leather Cluster Barcelona gave details of the work it is doing to approach communication proactively, with the aim of doing its bit to change the current perception that a significant part of society has of leather, often biased as a result of the campaigns that activists and other sectors run against leather in defence of their own interests.

The session also explained the need for the leather sector worldwide to share knowledge, build collaborations and generate synergies in order to face the great communication challenge of reaching the population in general and the consumer in particular. A ripple-effect strategy with the aim of communicating to the world, working from local to global action, in order to contact and reach all audiences. Generating content to inform society that can also be used by other associations and stakeholders of the leather sector everywhere to reach society at large, providing information for responsible and sustainable purchasing where appropriate.

Along these lines, the cluster's management reported on the meetings and collaborative projects being worked on in communication and in other fields such as animal welfare, sustainability, the circular economy and sustainable fashion, with national and international bodies and associations of the leather industry, such as Cotance (Confederation of National Associations of Tanners and Dressers of the European Community), Acexpiel (Asociación Española de Curtido), Anafric (a national association that defends the interests of companies in the livestock and meat sector) and Leather Naturally (an international association for the dissemination and promotion of leather), or more recently with the Leather & Hides Council of America.

The communication plan of Leather Cluster Barcelona will have one main communication action on which the cluster is working. It is an educational campaign using information capsules on social media, presenting arguments, data and images about the leather sector with the aim of contributing to calm, considered reflection and breaking down the mistaken stereotypes that part of society holds about leather and its industry. And it is especially important to do so while the consensus of 90% of humanity has meat as its main source of protein, a fact that makes it possible to understand that recycling leather, understood as a by-product of food, into valuable and biodegradable consumer goods becomes a duty within the Circular Economy.