Positive Luxury has awarded the butterfly mark to over 300 high quality brands that have sustainability as an integral part of their business.
The butterfly mark tells a brand's sustainability story by revealing its social, environmental and philanthropic efforts on a website.
A growing band of consumers want luxury goods, but prefer to buy from brands that are striving to have a positive impact on people and the planet. Transparency at the point of sale promotes informed choices.
Each brand awarded the butterfly mark has to meet stringent requirements: brands need to demonstrate how they make sustainability part of their business model. All brands featured take great care over sourcing raw materials, manufacturing and marketing.
The Positive Luxury website features interviews with inspirational figures along with more reflective articles and a weekly newsletter looking at issues of sustainability and lifestyle.
Positive Luxury would like to redefine luxury as high quality products and services that generate benefit all round: that many consumers agree is evident from the company's following on social media. It has almost 30,000 Twitter followers and over 5,000 followers on Facebook.
Positive Luxury hopes its community of brands will become industry leaders, showing other brands how to offer luxury goods in a sustainable way.
Lorna Thorpe is part of the wordworks network
The Guardian Sustainable Business Sustainability Case Studies contain articles on all the initiatives that met the criteria for the GSB Awards.
