Brand rights of wildlife. More than 100,000 companies in the world use the name, characteristics or the sounds of animals. Only a few of them invest in the conservation of the species. More than a few say they contribute but nobody is allowed to check it. But most of them don’t do a thing. They just parasite on “their” species and commercially exploit their value for the sake of business. We don’t like that. Most wildlife species used are threatened with extinction. Like the tiger, the lion, the rhino, puma’s, jaguars – you name it. And to save them, it is vital that their land is protected. This protection costs money. To keep the land out of the hand of speculators, real estate developers, palm oil companies, logging empires or mining corporations. And to protect the animals from poachers.
That’s why we came up with the idea of the 1 per cent brand rights.
It’s quite easy. Each company that makes turnover with using the tiger in the brand, in commercials or other commercial activities pays one percent of the related turnover to tiger conservation.
One example. Tiger Brands, a South African company that sells packaged goods. Their turnover in 2019 was SAR 2,3 billion, which is a bit like US$ 155 million. One per cent of this amount would mean that Tiger Brands should pay 1,55 million US$ to tiger conservation, in stead of the zero dollars they pay now.
They don’t want to do that, their shareholders would miss US$ 1,55 million and wouldn’t accept it. Probably. Or would they?
If you turn it around. Make the products one per cent more expensive. Let the customer that are attracted to the Tiger Brand pay that one percent. Consider it a ‘tiger tax’. The company only collects the 1 per cent and transfers it to wildlife conservation.
But there is more. Because Tiger Brand is making this huge contribution to the conservation of tigers, their customers would be more proud on the brand, and pride means loyalty. It will also attract new customers more easily because the brand represents responsibility.
And there is a flip side as well. If Tiger Brand decides not to do it, their customer will see that Tiger Brand is a brand that is only focused on making money and is not caring about the endangered animal that made them famous.
This is just an example. There are more than 10,000 small and big companies that use the tiger or its characteristics in branding or marketing. If all companies would pay the 1 percent, there would be enough money to effectively protect and conserve tigers in the wild and improve conditions of tigers in captivity.