Caring Consumer is a responsible shopping initiative by People for the Ethical Treatment of Animals (PETA). With more than 2 million members and supporters, PETA is the largest animal rights organization in the world. The organization focuses its attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: on factory farms, in laboratories, in the clothing trade, and in the entertainment industry. We also work on a variety of other issues, including the cruel killing of beavers, birds and other "pests," and the abuse of backyard dogs.

PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns. Please explore PETA’s website to learn how you can support its animal rights mission and look for the pink-eared bunny on cruelty-free products when you shop.