The Luxury Sustainability Playbook
SOCIETY GENERALLY PERCEIVES LUXURY AND SUSTAINABILITY AS FUNDAMENTALLY AT ODDS.
The high standards imbued in creating traditional premium goods seems counterintuitive to the more minimalistic approach of renewable practices. However, with a population constantly confronted with environmental concerns, people reject the notion of forced apathy: 88% of consumers actually expect brands to help them live sustainably.
While some premium brands easily adapt to this new space, the majority still struggle to integrate eco-conscious behavior into their business models. Nevertheless, pivoting industry norms towards more green practices will redefine how true luxury appears in the world.
The Luxury Sustainability Playbook is a collaboration between Rokkan’s Luxury Division and luxury marketing professor and author of Interpretations of Luxury: Exploring the Consumer Perspective, Linda Lisa Maria Turunen, PhD. Together, they devised eight key recommendations for brands to help reshape the narrative surrounding—and future of—their renewable behaviors.