GOING GREEN: THE FUTURE OF LUXURY

It is a challenging time for the luxury industry, with the economic downturn threatening sales, and a growing awareness of real social and environmental challenges, such as climate change, wars over resources and increasing consumer expectations of luxury brands. …

Presented by: Dr Jem Bendell

WWF: CELEBRITIES SHOULD QUESTION THE FASHION BRANDS THEY REPRESENT

WWF are urging celebrities to think twice about the luxury brands that they endorse, in a bid to stem the unethical practises of high-end corporations.

Ever bought something that costs more than you would usually spend because a celebrity you admire is the ‘face’ of the product’s brand name? It might be worth doing your own research on luxury brands before buying the latest ‘it’ item.

Findings carried out by WWF’s Deeper Luxury report, have shown that the largest luxury groups, such as Hermes, Tods and Bulgari had worse environmental and social performance than less luxury brands. WWF are hoping that their research will cause the luxury companies to seek excellence in ethical areas and communicate this to consumers.

Celebrities are crucial in the success of these corporations, and WWF knows that celebrities influence consumers greatly.

One way WWF think sustainable business practise could become more well established is if celebrities themselves chose not to work with companies that do not adhere to certain ethical standards. To help celebs choose only ‘clean’ brands they have created a Star Charter, which encourages them to get indendent advice on a brand before signing up to them, recognise their power as consumer influencers and to consider social and environmental performance of a corporation before endorsing them.

Although we all try and make ethical consumer choices, it would definitely be more of an incentive if we knew someone like Alexa Chung was wearing our vegan handbag too, even if it still had the luxury price tag.

WWF Star Charter

Under this Charter, brand endorsers undertake:

1. To recognise their potential to influence consumer behaviour.
2. To encourage both consumers and companies to be aware of the social and environmental aspects of their activities.
3. To consider the social and environmental performance of companies before endorsing them.
4. To obtain independent expert advice on that performance before endorsing companies.
5. To address any public concerns over the social and environmental performance of the brands that they currently endorse.
6. To tell professional colleagues about their commitment to the Star Charter.

Green My Style: January 14, 2009 by Clare Saxon

You can download the full report for free from WWF.org.uk