Google, which derives much of its revenue from advertising based on consumer data.FEATURED INNOVATIONSSACRIFICING FOR THE PLANETSee how these brands are making SACRIFICES to reduce negative impacts on the planet. FEATURED INNOVATIONS: SACRIFICING FOR THE PLANETTeslaUS electric car manufacturer won't enforce its patentsIn June 2014, Tesla announced that it would no longer initiate patent lawsuits against anyone using their technology in good faith. The company stated that given the incredibly small size of the electric car market relative to the total automotive market, and the urgency of the carbon crisis, there would be an overall benefit to humanity in making their technology available (even to potential competitors). FEATURED INNOVATIONS: SACRIFICING FOR THE PLANETSTA TravelUK travel company says no to the unethical treatment of animalsIn May 2014, UK-based student travel agency STA Travel announced that it would stop selling trips to destinations associated with the unethical treatment of animals. The ban initially included all SeaWorld theme parks and elephant tours at the Tiger Temple in Thailand. It was implemented following advice from People for the Ethical Treatment of Animals (PETA). STA Travel also committed to a wider strategy to promote responsible tourism around the world. FEATURED INNOVATIONS: SACRIFICING FOR THE PLANETH&M, Forever 21, Topshop, ASOS & moreFashion retailers stop selling angora wool productsFollowing allegations that suppliers in China were mistreating rabbits during the production of angora wool in November 2013, multiple global fashion retailers have removed angora products from stock and suspended sourcing. More than 30 brands, including H&M, Forever 21 and Topshop (who received a petition with more than 100,000 signatures), committed to removing angora products, with ASOS, Mango and John Lewis implementing permanent bans in the UK. Other retailers, including Tommy Hilfiger and Calvin Klein, committed to global bans. The original video footage was released by animal-rights organization PETA and was widely circulated on social media.Our Premium Service will help you get ahead in 2015.Your Browser does not support this two minute summary of trendwatching's Premium ServiceNEXTSo what is your brand prepared to SACRIFICE?NEXTTime for a SACRIFICE audit?Want to apply this trend? Start with an A-Z audit of your organization intended to identify potential SACRIFICES. Remember, SACRIFICES should be constructive, not purely cosmetic. That means they're going to hurt. Need more tips? Keep reading for a step-by-step checklist to run with... NEXT1. SACRIFICE something you sell.One crystal clear kind of SACRIFICE? Stop selling something that's causing harm to consumers, society at large, or the planet. See how Tesco are to stop selling candy at checkouts, citing consumer health as the reason. NEXT2. SACRIFICE something you do.Another key type of BRAND SACRIFICE? Stop or change some aspect of your process in the name of SELF, SOCIETY or the PLANET. See how Intel stopped using minerals from conflict zones. NEXT3. SACRIFICE something you have.SACRIFICES can also be about giving up something you hold dear (and that has significant value), for the greater good. Witness how Tesla 'gave up' their intellectual property despite knowing that doing so may empower competitors. NEXT4. SACRIFICE attention.A less tangible form of SACRIFICE, but one that can speak volumes