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WWF "Deeper Luxury" Report |
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Monday, 11 February 2008 |
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The World Wildlife Federation (WWF) launched a report in November 2007 titled "Deeper Luxury" and examined the environmental and social record of the world's top brands. In fact, it evaluated the top ten holding companies for luxury brands and ranked them by their own reports of sustainability. Included in the top ten were L'Oreal, Hermes, Tods, Tiffany & Co., and Swatch. Sadly, the companies did not fair well - in fact, L'Oreal was the top scorer with a C+. What the report did highlight however was that luxury consumers were part of an elite group that was well educated and knowledgeable on social and environmental issues and use these luxury brands as a representation of their own success.
The report showed that even though there has been a strong push for sustainability, the luxury brands have been quite slow in recognizing their own responsibilities or seeing the opportunities of sustainability. The report also called upon the world of celebrity to take a stand. They praised the actions of Sienna Miller who they recognize as a person with strong convictions about the environment and a person who is willing to take personal action based upon them. The report also put forth a compelling business case for a luxury brand that was based on deeper values and reminded us that authentic luxury brands are in fact those that provide the greatest positive contributions to all affected by their creation.
Read the full report at WWF Deeper Luxury |
