This groundbreaking volume uncovers and critiques how animal
agriculture's new alternative marketing and labeling is lulling
consumers into a false sense of industry improvement. Humanewashing and
greenwashing is becoming more prevalent and pervasive than ever.
As consumers become increasingly aware of the animal agriculture
industry's cruelty and environmental devastation, clever industry
marketers are adapting with alternative "humane" and "sustainable"
labeling and marketing campaigns. The term "humane hoax" is defined as
new language and labels in animal product marketing that convey a false
narrative of humane treatment and sustainable management of farmed
animal operations. "Cage-free," "certified humane," and other comforting
labels are no longer elusive, dusty items only seen in the back corners
of health food stores. They are now as numerous as cows on a feedlot,
spotted in common places like discount markets and your local coffee
shop. Industry humane washing and greenwashing create reassuring
language and euphemistic labels that tell a story of a supposed
distinction from conventional animal products. But the reality on the
ground, in the manure pits, during the mechanical milking, and inside
the terrifying slaughterhouses is fundamentally unchanged, despite
promises of something "new" and "improved." In the absence of accurate
information, it has never been more important to educate consumers on
the realities behind the industry lies, and people are hungry for the
truth.
The Humane Hoax features a range of engaging and thought-provoking
essays from eighteen notable experts who are at the forefront of this
marketing and societal shift, chronicling every aspect with in-depth
analyses and intellectual rigor. Among other timely topics, we will
explore how the humane hoax intersects with feminism and
environmentalism, how it is represented in the media, and the affects it
has on human and non-human communities alike. The Humane Hoax will
leave the reader questioning everything that they have been conditioned
to believe as consumers.
