RePURPOSE Campaign Shares Plan for Raising $1.4 Billion to Fight Animal Cruelty, Protect Endangered Species

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One Simple Solution: Put Pets on the Naughty List This Holiday Season

Just think of the impact we’d create if all pet owners made a donation to an animal-friendly nonprofit on their pet’s behalf instead of collectively spending $1.4 billion on pet gifts this holiday season.

With one small financial switch, Americans can contribute an additional $1.4 billion to animal-friendly charities this holiday season without further harm to their pocketbooks, according to socially responsible marketing firm, Good.Must.Grow.

As part of its rePURPOSE Campaign, the Nashville-based agency is calling for consumers to take money they would typically spend on holiday gifts for their pets and direct those proceeds to a shortlist of established and respected nonprofits.

Studies show that more than half of the 63 million dog and cat owners in the U.S. will buy holiday gifts for their beloved companions, spending an average of $46 in the process. That is more than $1.4 billion in chew toys and tasty treats.

“Just think of the impact we’d create if all pet owners made a donation to an animal-friendly nonprofit on their pet’s behalf instead of spending that $46 on a pet gift,” said Heath Shackleford, founder/kick starter for Good.Must.Grow. “We could save 1,000s of animals from cruelty. Maybe even save a species of animal from extinction. The possibilities are endless.”

Good.Must.Grow. has established two online petitions for consumers who want to show their support:

Once a petition is signed, consumers are lightheartedly asked to “put their pets on the naughty list” while supporting recommended nonprofits such as:

“We believe pet owners will view this as a great opportunity to demonstrate their broader love for animals and make a significant impact as a result,” said Shackleford. “It’s a great first cause for us to tackle with the rePURPOSE Campaign. There are so many additional opportunities ahead for fueling good.”

About the rePURPOSE Campaign
The rePURPOSE Campaign rallies Americans to creatively redirect spending in ways that promote the greater good. Through these simple financial swaps, we can have a collective impact on pressing societal issues, without putting more pressure on our pocketbooks.

About Good.Must.Grow.
Good.Must.Grow. provides strategic marketing support for socially responsible businesses, nonprofit causes and organizations that are committed to making our world a healthier place. We want to be part of a revolution that drives societal change by sparking increased charitable giving and community involvement as well as unprecedented levels of corporate social responsibility. See how good is growing at

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