This April, after a record number of applications, Positive Luxury published the winners of the Positive Luxury Awards 2024 in six categories. Now the application is open for the 2025 Awards, until 31st January 2025.
There is a constant and ongoing debate about how sustainable luxury companies are (for example the watch and jewellery sector), how customers are really responding to the sustainability efforts of luxury brands and how these efforts actually influence the sales numbers. The conversation also revolves around the balance these companies must strike between maintaining their exclusivity, craftsmanship, and premium quality while addressing increasing consumer and regulatory demands for sustainable and ethical practices.
Luxury consumers, especially younger ones, increasingly expect brands to align with their values. The rising demand for ethical and eco-conscious luxury is forcing brands to be more accountable and transparent.
In 2022 Deloitte found that 57% of luxury consumers take sustainability factors into account when they buy a new designer item. In Deloitte Swiss Watch Industry Study from last year they stated that answering customers’ needs, ‘sustainability has been integrated into brands’ and retailers’ corporate strategy, thereby becoming a catalyst for further investment’.
Current trends suggest that brands integrating genuine and transparent sustainability practices are better positioned for long-term resilience, reputation enhancement, and consumer trust. However, proving direct business success (e.g., revenue growth, profit margins) remains a challenge, particularly in the short term.
Positive Luxury
Positive Luxury was co-founded in 2011 by Diana Verde Nieto, a prominent business leader and sustainability expert and Karen Hanton MBE, a serial entrepreneur, with a mission very well aligned with the above trends – ‘to shape a sustainable future for luxury by redefining the business model and rebuilding consumer trust.’
The products and services of Positive Luxury aimed to help companies to manage their social & environmental impact with transparency and ease – let it be ESG+ assessment, sustainability data warehousing, transition strategy or consultancy.
The company offers science-based and expert-led assessments to brands, built on the foundation of international regulations, future potential legislation, global frameworks and standards including the UN’s Sustainable Development Goals and the UN Global compact. It also takes into account leading independent certifications. Led by CEO Amy Nelson-Bennett, Positive Luxury has now a community of over 170 brands, retailers and suppliers in 28 countries.
Positive Luxury created the Butterfly Mark, a unique mark awarded to luxury lifestyle brands, retailers and suppliers in recognition of their commitment and verified actions to creating a positive impact on our world.
Positive Luxury Awards
The Positive Luxury Awards aim to showcase real change and higher standards across the supply chain. It is an opportunity for organisations to be celebrated for showing what is possible, recognised for their innovation and rewarded for sustainability leadership in the luxury industry.
The application for the Positive Luxury Awards 2025 is now open to all luxury brands, retailers and suppliers working in the following categories: Beauty & Fragrance, Fashion & Accessories, Jewellery & Watches, Premium Drinks, Travel & Leisure and Interiors & Living. The judges are looking for brands that demonstrate innovation, real change and higher standards. You can learn more about the 2024 winners’ stories here.
Luxury businesses can apply here by category on the website of Positive Luxury, until 31st January 2025. The winners will be announced in April 2025 and featured in the annual winners’ report.
Source: press release. Photo credits: Positive Luxury
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