2022 has seen a worrying trend that tells the story of the past 50 years of climate change. On a global scale, weather is becoming more erratic, temperatures are hitting record figures and the tragic march of the rising mercury on the thermometer shows no signs of slowing down. Our luxury marketing agency is proud to support both our clients and other businesses to be more sustainable. From tree planting initiatives that offset carbon emissions to choosing eco-friendly vehicles and products - we fully back our clients and their positive choices and attempts to combat this very real challenge that we are all facing.
Ethical and Sustainable
Two phrases that are often employed by companies to highlight their commitment to better working practices are ethical and sustainable. But whet do they actually mean? Given ouyr speciality as a luxury SEO agency, our interest in words and meaning was certainly piqued. Ethically sourced refers to products and services within a business's supply chain that are obtained in an ethical way, which includes upholding working rights, decent working conditions, health and safety and fair business ethics. sustainability refers to doing business without negatively impacting the environment, community, or society as a whole. Sustainability in business generally addresses two main categories:
- The effect business has on the environment
- The effect business has on society
The goal of a sustainable business strategy is to make a positive impact on at least one of those areas. When companies fail to assume responsibility, the opposite can happen, leading to issues like environmental degradation, inequality, and social injustice.
Sustainable businesses consider a wide array of environmental, economic, and social factors when making business decisions. These organisations monitor the impact of their operations to ensure that short-term profits don’t turn into long-term liabilities.
Naturally, being sustainable and/or ethical are not binary states and many business strive to do both. In the most generic way, sustainability refers to environmental impact whereas ethical refers to working rights and practices. As a luxury digital marketing agency, we have had the privilege to work with various companies within the fashion world and have a strong connection to the industry. With this in mind, we choose three luxury fashion brands who are making waves not only for their designs but their commitment to sustainability.
Stella McCartney
Eco-Luxury Values | Ecosystem protection, social responsibility, measuring impact, cutting-edge sustainable technologies Sustainable Materials | Re-engineered cashmere & silk, fibres from forests, recycled nylon & polyester, vegetarian leather, organic cotton. When it comes to sustainability, this is a designer label that won’t compromise on quality, constantly pushing boundaries and embracing new technologies to create an on-trend brand that is as stylish as it is sustainable.
In 2014, Stella McCartney launched Clevercare, an easy-to-understand, five-step labelling method, helping to educate consumers on clothing care and how to prolong the life of their favourite pieces. The result? A lot less waste, and probably the reason many fashionistas own at least one vintage Stella McCartney item. To ensure the brand is always ahead of the game, regular audits are conducted to measure environmental impact.
In addition, the McCartney label is a member of the Ethical Trading Initiative, which ensures the careful selection of ethical-renowned suppliers, as well as collaborations with several environmental conservation organisations and NGOs, including Parley for the Oceans and Wildlife Works.
Gucci
As one of the world’s most desirable fashion houses, Gucci claims that its “eclectic, contemporary, romantic products represent the pinnacle of Italian craftsmanship.” The brand is committed to environmental benchmarks and guarantees that it will make 95% of its raw material traceable.
Gucci is also committed to the sustainability objectives set out by the parent company Kering, which states several sustainability strategies including reducing its environmental footprint and choosing responsible and well-managed supply sources.
While Good on You gives it a mere “it’s a start” rating, according to Fashion Revolution’s Transparency Index, it is the most transparent brand in the luxury category, coming in 28 out of the 250 large brands assessed. If you’re looking for a recognizable luxury logo that is more ethical than the rest, then Gucci would be the way to go. Gucci aims to:
- Reduce total environmental footprint by 40% by 2025, from a 2015 baseline relative to growth;
- Decrease greenhouse gas emissions by 50% by 2025
- Attain 100% traceability for all raw materials
- Use 100% renewable energy by the end of 2022;
- Develop New eco-friendly sourcing solutions, raw materials and processes by applying disruptive innovation.
Pangaia
Joining the steadily growing roster of sustainable fashion brands is Pangaia: a global group of scientists, technologists and designers who are on a mission to create a responsible wardrobe manufactured from renewable and alternative resources such as flowers and seaweed yarn.
Pangaia is probably the most inspiring sustainable fashion brand of the moment. It doesn't rely on trends or seasons, is vegan, organic, biodegradable, and scientifically manufactured to work as close as possible to Mother Nature's resources.
Pangaia's solution is to source cellulose (the key component of cotton) from other plants—naturally abundant ones, that do not require intensive farming and chemicals to grow.Their environment rating is 'great'. It uses a high proportion of eco-friendly materials including upcycled materials. It uses low impact non-toxic dyes in all of its products.
The company has been on a global hunt for material innovations that will propel Pangaia into the sustainability stratosphere—including upcycling carbon emissions into textile printing ink and harvesting natural wildflowers as insulation for their winter coats, in place of animal down. These represent just two of dozens of innovations that the company is either sourcing or developing,
Active Choices
We all have the power to positively shape the narrative and outcome around climate change. From pressurising and lobbying government officials to using public transport more readily - we can make small changes that can have a big difference. One charity that we support is The Climate Coalition who are the UK's largest group of people dedicated to action against climate change. To find out more about their work visit https://www.theclimatecoalition.org.
For more information about our digital marketing service for luxury brands, contact our team hello@theluxurymarketingagency.com or call +44(0)7835 233607.
