The society has played an important role in how people are wearing fur. In the 1970's and 1980's it was very common for women to wear mink fur coats every day. Even, in 2011 individuals still wear leather every day. Chinchillas and rabbits being painfully trapped, animals being poked and prodded. Animals being separated from their parents and not fed and having little to no space to move or breath. There have always been other individuals that did not wear fur because they felt like something was wrong with it. The media has made it to be those individuals were not offended anymore. The media found different ways to make those not want to wear fur anymore.