A groundbreaking report from WWF-UK has been released today, entitled “Deeper Luxury – quality and style when the world matters”. The report analyses luxury brands’ social and environmental responsibilities, performance and opportunities. Jem Bendell and Anthony Kleanthous, the report’s authors, sent me a synopsis:

“The issues facing luxury goods companies are numerous. They include concerns over human rights, conflict, corruption, labour rights, and environmental degradation throughout their supply chains, as well the trade in wildlife. The opportunities, on the other hand, are huge, if you happen to be a “sustainable” luxury brand.

Luxury brands promote concepts of quality, style and, ultimately, success. The scale and urgency of the sustainable consumption challenge requires all those who communicate widely, including iconic brands, to promote a more authentic understanding of quality, style and success, which includes respect for each other and the planet upon which we depend. In reality, the most successful and iconic brands, especially in the worlds of fashion and technology, do not so much respond to consumer demand as create and influence it. They do this in two ways: by “editing” consumer choices through product design, distribution and other attributes over which consumers have no control; and by influencing the choices that consumers can make, such as how and when to use their products.

Although more research is required, there are signs that the notion of “luxury” is beginning to change. In future, the highest quality product or service will be the one that generates the most benefit to all involved in its production and trade. Consumers’ knowledge of that benefit – and even the prestige they gain from it – will be central to their luxury experience. Luxury brands will have to represent the greatest positive contribution any product or service could make to people and planet: they would indicate that a person using them has the means and the conscience to contribute greatly to others while enjoying the best performance and beauty available. This deeper, more authentic approach to luxury will require not just more corporate responsibility, but true social and environmental excellence. Anything less might be regarded as shallow, perhaps almost as fake as the counterfeits.

The luxury industry professionals have an amazing opportunity. With booming sales and high margins, and an emphasis on consumer emotions, they have both the resources and the mandate to develop a deeper, more authentic and sustainable luxury.”

The WWF-UK Report “Deeper Luxury: Quality and Style when the World Matters” is available for free at www.wwf.org.uk/deeperluxury

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