Breaking The Brand is delighted to have a guest blogger, Caroline Bertin. Caroline is a supporter of and donor to Breaking The Brand. Caroline is based in the UK and we were delighted that she headed along to the rhino horn pro-trade/no-trade debate, presented earlier this month. John Hume, South Africa’s largest private rhino breeder put forward the pro-argument while Will Travers, CEO of the Born Free Foundation presented the opposing view. This blog presents the observations of someone who has invested their time in understanding this complex issue, she recently spent time volunteering at TRAFFIC in Hanoi. Like so many, Caroline wants to believe there is a light at the end of the tunnel for rhinos and a way [...]

Breaking The Brand is now only weeks away from the launch of RhiNo Campaign 4. July 2016 saw the final publication from RhiNo Campaign 3 – What does a wildlife criminal look like? Status Anxiety Launched on the 4th January 2016, this was the first Breaking The Brand campaign aimed at triggering ‘status anxiety’ in the primary users. Since starting our interviews, with the primary users of rhino horn in 2013, status anxiety – if using rhino horn would diminish user’s status in the eyes of their peers – was one of only two reasons given that would cause this group to stop using rhino horn quickly enough to save the rhino from extinction in the wild. As with Breaking [...]

As a kid in the UK in the 70’s and 80’s, I was addicted to nature TV, Animal Magic, Survival, Wildlife on One, Life on Earth, Johnny Morris, David Bellamy and David Attenborough. The emerging debates at the time about how people needed to protect the natural world and how you could and should take action resonated with me. In parallel with this came Anita Roddick, an activist, environmental campaigner and Founder of The Body Shop. Though I never quite forgave her for selling The Body Shop to L’Oréal, I continued to follow her work; her book Take It Personally: How to Make Conscious Choices to Change the World is another reason I started Breaking The brand. So when it comes [...]

Rhino Horn User Analysis and Pro-Trade/No-Trade Debate As many of Breaking The Brand’s supporters know, I have long said that the pro-rhino-horn-trade proponents have no understanding of the current demand or users; I have not once seen any form of customer analysis, which I outlined in a previous blog post. Time and time again they have been asked to produce their user demand analysis and they haven’t; at least now they admit that they don’t understand the nature of the demand: https://www.rhinoalive.com/rhino-horn-trade-faq/(pro-trade website) and highlight their gobsmacking belief, I quote from their website ‘The best way to learn about the market is to engage it via legal trade.’ Wow, what can you say to that ridiculous statement! The reality is that [...]

As some BTB supporters already know, I recently began a Visiting Research Fellowship at the Australian National University working in the area of cultural anthropology. The focus of the research is: How do current and historical cultures ascribe status to wildlife ‘products’ and what turns them into luxury items? The aim is to understand how this process works; of particular interest is how this knowledge may be utilised to achieve the reverse effect – turning a current luxury item (such as rhino horn) back into something no longer considered a luxury or desirable. This insight can then form the basis for creating demand reduction initiatives. As part of the initial literature search on the nature of luxury the concept of [...]

In an article I wrote in July 2015 Desire To Supply Rhino Horn Drives Manufacture Of Demand:  I pointed out that while the South African government continues to keep the option of a legal trade in rhino horn on the table, the pro-trade lobby will focus on creating a ‘legal’ sales channel. To-date, the options discussed are: A legalisation of international trade, or A one-off sale of their stockpile, or Overturning the domestic trade ban in South Africa In recent weeks, and based solely on a legal technicality (see box on the right), the ban on domestic trade in South Africa was overturned.  Minister Molewa immediately appealed the ruling and so, for now, the rhino horn domestic trade ban is [...]

I, like many people around the world, was disgusted at the sales of rhino horn in Sydney and Melbourne last week. As someone who calls Australia home feeling ashamed of the stupidity, naivety, greed and ignorance that enables this to happen was also part of the list of emotions I experienced. Having visited many rhino range countries and spoken with the people dealing with the tragedy of the current rhino slaughter, who are too regularly confronted with the death and mutilation of the rhinos in their care, I can only imagine how angry they must feel (http://www.sapeople.com/2015/10/28/stroop-should-rhino-horn-have-been-auctioned-in-australia/  at this uncaring act. Peter Fish’s first line in his Australian Financial Revive article reporting on the sales must have felt like someone [...]