Luxury Brands That Strive for Sustainability
It’s human nature to want to have the best of both worlds. I mean like being able to eat all you want and not gain any weight, for example. Or have a fast sports car that is economical on gasoline. In other words, have your cake and eat it too.
What if you could have it both ways? We’ve heard quite the opposite for so long; however, sustainable organizations are flipping this proverbial concept on its head, by fusing luxury with green products. And consumers are flocking in droves to snatch up their high-end, robust and dependable products around the world.
What does sustainability really mean? Research suggests sustainability is based on the fact that resources are limited, while consumption isn’t. To be sustainable, in a nutshell, is to maintain a rate of production and consumption that doesn’t deplete resources. For example, if you were to use all the resources in the world today, you might see yourself in a bit of a pickle tomorrow.
Well, what can we do? We need to eat some of the cake to live now, right? Indeed! That’s where the old proverb crumbles down – since a rapid use of resources means kissing them good bye, forever. However, sustainable practices mean we replenish resources, so they can be available again. In other words, we get to eat our cake again!
While there might be a misconception that sustainable living means trading the good life for hemp sandals and a hut in the rainforest; conserving what we have now doesn’t mean succumbing to the ultimate hermit’s sacrifice. There’s a lot to enjoy now and ensure our enjoyment in the future!
Luxury products, recognized for being avant-garde in fashion, design and technology, have put their best foot forward on the road to sustainability. Some leading luxury goods companies, like Chanel, LVMH, Kering Group, Tiffany & Co. have all adopted sustainable practices into their core values; while blazing the trail as trendsetters. Is green the new black? It sure is!
Back in 2009, Chanel joined forces with Evea to produce sustainable solutions for eco-packaging. Say hello to “Winted,” a superb feat of eco-design software, which models eco-friendly packaging solutions from concept to production. Winted simply means: What-I-Need-To-Eco-Design. Cleverly, it enables a quantitative and qualitative analysis of an existing design in terms of how recyclable or reusable the product, as well as its carbon footprint.
After revamping their in house packaging with Winted, Chanel adopted similar green practices. The software has transformed the way Chanel does business and their vision for the world is that all companies would experience the benefits. Rightly so, Chanel pledges a free gift of Winted to any company that wishes to improve in their entire industry. Thumbs up to Chanel for the widespread initiative!
Kering Group, a conglomerate of iconic luxury brands, has set an ambitious list of goals to achieve by 2016; including the evaluation of key suppliers’ emission and waste practices. That’s definitely taking care of business! Kering will also make sure the next time you buy Balenciaga or Puma, you’re purchasing a product with humanely-sourced leather or pelts, and sustainable gold and diamonds, offsetting carbon emissions and PVC-free.
Puma is the first of Kering’s to adopt the Environmental Profit & Loss report. The task force measures and evaluates the environmental impact of their entire supply chain, in terms of monetary value. With these results, Kering can better evaluate, prevent and mitigate their environmental impacts.
LVMH was already adopting sustainable practices since 1992; before green practices became mainstream. In 2003, they joined the United Nation’s Global Compact – a tactical movement committed to working alongside global businesses that adhere to ethical practices in the areas of human rights, labor, environment and anti-corruption. Need more validity? Their commitment extends beyond their tangible products to their intangible communications; as the group holds a better quality of life as their top core value. LVMH goes beyond the call of duty, pledging a commitment to promote respect for the environment.
Another brand that stands behind the moral standards of their products is Tiffany & Co., every girl’s best friend. Tiffany was awarded a Goal Achievement by the United States Environmental Protection Agency’s Excellence in Greenhouse Gas Management, in 2006 and 2011. This was for meeting and surpassing their ambitious reduction of emissions goal by 10% per sq. ft.
Tiffany & Co. has a long history of adapting environmentally-sustainable innovations into its packaging. Their iconic blue boxes and bags are 100% renewable, and in 2012, Tiffany became Forest Stewardship Council (FSC) certified. Tiffany pledges with this certification that all wood and paper products used, are renewable and well-managed resources throughout its supply chain.
Awards, honorable mentions and global alliances like these brands previously mentioned, place a hefty seal of approval that not only have notorious quality; but are excelling in taking care of their global responsibility towards the environment and communities that depend on it. The Dow Jones Sustainability Indices (DJSI) is one of the most trusted sources to rate the performance of the world’s sustainability leaders. DJSI selects companies based on a broad assessment of economic, environmental and social measures, as well as industry-specific eco-trends. Only leading firms in their trades are selected in the indices, such as LVMH, Kering & L’Oreal.
Luxury brands have taken a serious interest in sustainability – from their in-house practices to their full supply chains. For some, what began in the early years as an added benefit, has emerged to a core value – much to the approval of the growing LOHAS market segment. Luxury companies are responding to what the new, avant-garde consumer is looking for: a holistic product that unites class, grandeur, respect for the environment and preservation of livelihoods. For these brands and eco-groups, being socially responsible is a lifestyle of continuous rediscovery and an opportunity to increase brand value; because without resources, there will be little fashion left for us to enjoy – and very little cake.