WWF Deeper Luxury

WWF logo jpeg World Wildlife Fund – UK's report, Deeper Luxury: quality and style when the world matters, provides an analysis of the environmental performance of luxury brands. In addition, the editors present an argument for why and how the luxury goods industry should become sustainable. A luxury brand would become a product that lacked negative impacts while also being considered just generally luxurious.

Posted May 2010
By Deeper Luxury, WWF-UK

"What are you made of?” From Beijing to Boston, Birmingham to
Bangalore, we are asked this question by stars of sport and screen as
they peer from billboards and magazines. The luxury watch company TAG
Heuer invites us to feel that wearing its brand provides the answer: you
are made of something strong, successful, and beautiful. As the need
for sustainable consumption grows worldwide, it is time to ask the
luxury brands that very same question: “what are you made of?”

The findings of WWF-UK's analysis of the environmental and social
performance of the luxury goods sector is presented in the
ground-breaking report Deeper Luxury: quality and style when the
world matters
. The analysis is that despite strong commercial
drivers for greater sustainability, luxury brands have been slow to recognize their responsibilities and opportunities.

In Deeper Luxury, Jem Bendell and Anthony
Kleanthous present a clear vision and rationale for a more sustainable
luxury industry. A compelling business case is presented for a new type
of luxury whose deeper values are fully embodied in the sourcing,
manufacture, marketing and distribution of products and services.
Authentic luxury brands are those that provide the greatest positive
contributions to all affected by their creation. They identify their
consumers as having the means and motivation to respect both people and
the planet, thereby contributing to a One Planet Future.

WWF-UK calls upon the luxury industry to bring to life a
new definition of luxury, with deeper values expressed through social
and environmental excellence. Their performance and progress on
environmental, social and governance issues should be comprehensively
measured and reported. WWF is ready to help. Contact

WWF recognises a number of positive mining initiatives: www.responsiblejewellery.com


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